The influence of persuasion knowledge, third-person perception, and affect on coping behavior in the Instagram stories feature

Authors: Tser-Yieth Chen, Kang-Ting Wang

Journal: Corporate Management Review. June. 2019, 39(2): 69-116.

Keywords: Coping behavior; stories feature; elaboration likelihood model; third-person perception; persuasion knowledge.

Abstract:
The purpose of this study was to introduce a novel augmented coping behavior model within the Instagram Stories feature. We employed a 3x3x3 research design that used 450 samples to manipulate the influence of three types of antecedents on the coping behaviors of people in Taiwan. The empirical results demonstrate that third-person perception and affect influence coping behavior through the interactive character of the Stories feature, and our results can be used to enhance the utilization of an elaboration likelihood model for the Instagram Stories feature. Moreover, the results show that persuasion knowledge does not influence coping behavior and that coping behavior can influence the persuasive effects of a narrative and electronic word-of-mouth. Hence, we explored and clarified the connections between “what audiences think,” “how audiences react,” and “how the Stories feature works”. The results provide useful managerial implications for businesses to use to enhance their marketing operations for the effective dissemination of official messages through the Stories feature.