The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Instagram marketing cases
  2. Gamification
  3. Game dynamics and Instagram marketing
  4. Flow, pleasure, and consumer responses
 Ⅲ. Methods
  1. Research questions
  2. Sample characteristics
  3. Measurement
  4. Data collection procedure and analysis
 Ⅳ. Results and Discussion
  1. Perception differences on research variables byexercise frequency and involvement
  2. Effects of dimensions of game dynamics onflow and pleasure
  3. Effects of flow and pleasure on consumer responses
 Ⅴ. Conclusion and Implication
 References

• Jaewon Shin(인하대학교 의류디자인학과) | 신재원
• Tae Hyeon Ahn(인하대학교 의류디자인학과) | 안태현
• Hyun-Hwa Lee(인하대학교 의류디자인학과) | 이현화 Corresponding author