Be creative, my friend! Engaging users on Instagram by promoting positive emotions

• Followers’ perceptions/responses on an Instagram fashion brand account are analyzed. Creativity is essential to enhance affective commitment and interaction intentions. Positive emotions have significant, but lower, effects Affective influences intentions this context. Emotions partially mediate the impact of creativity interaction. emerging as most influential social network; phenomenon especially apparent in industry. Fashion brands launching creative campaigns engage their followers. The present study aims increase understanding followers’ engagement by analyzing consequences publications Instagram. Taking a basis S-O-R framework, ( stimulus ) may generate perceptions positive followers organism) which, turn, influence response ). Our results, based data collected from 808 account, analyzed using structural equation modeling, confirmed that perceived crucial aspect In addition, act partial mediators relationship between These results interesting implications for both industry content generation