The purpose of this research is to understand how implementing different post attributes on Instagram will affect consumers’ purchase intention and their willingness to engage with brands or stores' accounts. As Instagram became a more popular platform for brands to do marketing and enhance consumers' brand awareness, it’s important to understand how different image types and caption expressions will have an impact on consumers’ behavior. ABC model was implemented in this research and the result has shown that there is a consistency between consumers’ perception, emotion, and behavior, in the way it influences one another. The study also shows the importance of social media managers to understand the impact of posting a specific type of image or caption on their audience as some image types are better to increase purchase attention while others to increase consumers’ engagement. In addition, some posts are also better to influence consumers’ perception and emotions about the brands, which would further also affect their behavior. Lastly, this study also provides more in-depth literature on the use of visual communication design in marketing and social media.

The purpose of this research is to understand how implementing different post attributes on Instagram will affect consumers’ purchase intention and their willingness to engage with brands or stores' accounts. As Instagram became a more popular platform for brands to do marketing and enhance consumers' brand awareness, it’s important to understand how different image types and caption expressions will have an impact on consumers’ behavior. ABC model was implemented in this research and the result has shown that there is a consistency between consumers’ perception, emotion, and behavior, in the way it influences one another. The study also shows the importance of social media managers to understand the impact of posting a specific type of image or caption on their audience as some image types are better to increase purchase attention while others to increase consumers’ engagement. In addition, some posts are also better to influence consumers’ perception and emotions about the brands, which would further also affect their behavior. Lastly, this study also provides more in-depth literature on the use of visual communication design in marketing and social media.

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