Use of Images on Social Media and How That Effects Consumer Engagement for Online-Only Clothing Brands: Lulu’s, Nasty Gal, and Tobi

Abstract

The purpose of this study is to research how each visual element affects consumerengagement of Lulu’s, Nasty Gal, and Tobi’s social media accounts, Pinterest andInstagram. The three companies chosen are online-only clothing brands that targetfashionable young women. How do Tobi, Nasty Gal, and Lulu’s visual communicationstrategies on Instagram and Pinterest affect consumer engagement on the image basedsocial media websites?Consumer engagement was measured by collecting “likes” and “repins” of postson the social media websites Instagram and Pinterest. The visual elements analyzed werecolor, color tone, nature of picture, person present, sponsored posts, type of picture, andwords present. Comparing the strategies of each company, this study concluded Lulu’shad the most effective strategy for gaining consumer engagement and the overall socialnetworking strategy of the three online-only clothing brands were effective at gainingconsumer engagement.