Page 1 3. Research aim, questions and significance This research aims to gain insights into the influence of social media posts (i.e. Instagram) with branded information about dining and lifestyle on consumer responses and marketing communications outcomes. This research asks: 1) if there is any effects of Instagram posts on consumer responses and marketing communications outcomes depending on Instagrammer sexes, message framing types and consumer segments; 2) what the role of envy is in social media marketing. This research provides practical implications on creative strategies/executions of marketing communications campaigns for restaurant and lifestyle product/services. 4. Research method This research employed a 2 factor (male vs. female Instagrammer) x 2 factor (male vs. female consumer) x 2 factor (neutral vs. bragging message framings) between-subject experimental online survey (see these visual ad stimuli in Figure 1 below). This means each participant saw one Instagram post in a randomised fashion. Before exposure, all participants rated their hunger. All participants were told to view an Instagram post of a food blogger and see if the experience is desirable and that they could view it as long as they wished just like how they viewed Instagram posts. After exposure, all participants were asked the same questions to investigate the influence of visual/verbal cues before providing personal information.