129547 20231221152907.0 doi 10.1108/OIR-09-2016-0253 sideral 104707 ART-2017-104707 eng Casaló, L.V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Antecedents of consumer intention to follow and recommend an Instagram account 2017 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. Access copy available to the general public Unrestricted info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 1.675 2017 INFORMATION SCIENCE & LIBRARY SCIENCE 31 / 87 = 0.356 2017 Q2 T2 COMPUTER SCIENCE, INFORMATION SYSTEMS 79 / 148 = 0.534 2017 Q3 T2 0.625 2017 Library and Information Sciences 2017 Q1 Computer Science Applications 2017 Q2 Information Systems 2017 Q2 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Flavián, C. Universidad de Zaragoza (orcid)0000-0001-7118-9013 Ibáñez-Sánchez, S. Universidad de Zaragoza (orcid)0000-0003-3088-4102 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 41, 7 (2017), 1046-1063 Online inf. rev. Online Information Review 1468-4527 570076 http://zaguan.unizar.es/record/129547/files/texto_completo.pdf Postprint 1536070 http://zaguan.unizar.es/record/129547/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:129547 articulos driver 2023-12-21-13:08:35 ARTICLE