Emotional Selling on Social Media: The ‘Punctum’ of Personality and Photographs

  • S. M. S. Mustafah
  • H. KhalidEmail author
  • A. S. Ismail
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 529)


Instagram marks a shift in operation from a collection of in situ photography towards a mode of engagement for small home-based businesses to promote their products. We unfold two significant aspects that influence customer engagement on Instagram: photographs and personality. Photographs with ‘punctum’ often capture users’ attention and engage them. Findings from this study also suggest that negative emotions influence user engagement through provocation, sarcasm, and frustration, but do not necessarily promote buying behavior.


Business Owner Dark Chocolate Customer Engagement User Engagement Social Media Application 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Putra Business SchoolSeri KembanganMalaysia

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