Do Instagram’s Display and Video Posts Have Different Effects on Consumers Attitude Toward the Content and Brand Loyalty?

The food and beverage sector is growing globally, and it is one of Indonesia’s most resilient sectors that regained its growth in Indonesia’s economy post-COVID-19 pandemic. The aim of this paper is to find empirical evidence of whether there are significant differences in attitude and loyalty as a result of different formats of Instagram’s promotional content published by a coffee shop brand, namely display and video posts. Through a quantitative survey method using an experimental approach among 176 Indonesian consumers who are members of the Instagram community of an established Indonesian coffee shop brand, this study finds that there is no significant difference in terms of consumer attitude toward the post and brand loyalty resulting from the two types of social media content formats being compared. The findings of this study can contribute to the coffee retail industry by providing insight into how to utilize different formats of social media posts to achieve the most effective results, considering the rich options for creative content that can be used as a promotional tool. This paper has theoretical novelty as the first study that compares the effects of display and video posts on attitude and brand loyalty.