Antecedents of consumer intention to follow and recommend an Instagram account

Casaló, L.V. (Universidad de Zaragoza) ; Flavián, C. (Universidad de Zaragoza) ; Ibáñez-Sánchez, S. (Universidad de Zaragoza)

Resumen: Purpose-The purpose of this paper is to examine the influence of consumers'' perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain. Design/methodology/approach-The present study suggests that both perceived enjoyment and usefulness have a positive influence on satisfaction, which in turn affects intended following and recommendation of an account on Instagram. Data are collected from 548 members of a fashion brand community official Instagram account. After the validation of measurement scales, the hypotheses are contrasted using a structural equation model. Findings-Results show that both perceived enjoyment and usefulness have a positive effect on satisfaction with the Instagram account, which in turn positively affects the intention to follow and recommend the account. Specifically, satisfaction fully mediates the influence of perceptions on intentions, except for the influence of perceived usefulness on intended recommendation as these variables are also directly linked. Practical implications-The findings help managers to understand consumers'' behavioral intentions on Instagram and note the relevant role of perceived enjoyment and usefulness in creating a satisfactory experience in this context. Originality/value-Nowadays, brands and users are continuously joining Instagram and, as a result of its growing importance, there is a need to better understand consumer behavior in this context. This research analyses the antecedents of both the intention to follow and recommend an account on Instagram.

Idioma: Inglés

DOI: 10.1108/OIR-09-2016-0253

Año: 2017

Publicado en: Online Information Review 41, 7 (2017), 1046-1063
ISSN: 1468-4527

Factor impacto JCR: 1.675 (2017)

Categ. JCR: INFORMATION SCIENCE & LIBRARY SCIENCE rank: 31 / 87 = 0.356 (2017) - Q2 - T2
Categ. JCR: COMPUTER SCIENCE, INFORMATION SYSTEMS rank: 79 / 148 = 0.534 (2017) - Q3 - T2

Factor impacto SCIMAGO: 0.625 - Library and Information Sciences (Q1) - Computer Science Applications (Q2) - Information Systems (Q2)

Tipo y forma: Artículo (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)