Transformative advertising: well-being Instagram messaging

Abstract

Purpose

The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.

Design/methodology/approach

A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.

Findings

Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.

Originality/value

This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.

Citation

Dodds, S., Palakshappa, N., Bulmer, S. and Harper, S. (2024), "Transformative advertising: well-being Instagram messaging", Journal of Consumer Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCM-04-2023-5991