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Firearms, brass knuckles… and Instagram: Intended and unintended influence of social media advertising

Author

Listed:
  • Jones, Valerie K.

    (University of Nebraska-Lincoln, USA)

  • Wang, Ming (Bryan)

    (University of Nebraska-Lincoln, USA)

Abstract

Understanding the influence of social media advertising is critical to brands today. This study explores how Instagram advertising from the Transportation Security Administration (TSA), largely featuring confiscated weapons, influences attitudes towards the brand and, unintentionally, towards gun control. A between-groups online experiment found that brand attitudes were not influenced, but light crime show viewers and video game players exposed to TSA’s Instagram content showed higher support for gun control than heavy violent crime show viewers and video game players. This research provides practical insight into how a government agency brand communicates with the public subject to its services. It also has theoretical implications, extending priming and desensitisation literature in exploring the relationship between violent social media images, prior exposure to violent media and gun control attitudes and, ultimately, suggesting that brand social media content can unintentionally influence attitudes towards social issues.

Suggested Citation

  • Jones, Valerie K. & Wang, Ming (Bryan), 2020. "Firearms, brass knuckles… and Instagram: Intended and unintended influence of social media advertising," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(2), pages 171-189, September.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:171-189
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    More about this item

    Keywords

    social media; Instagram; branding; social issues; gun control; priming; desensitisation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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