Welcome to the InfoSci Platform
Reference Hub5
Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory

Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory

Simran Kaur Madan, Payal S. Kapoor
Copyright: © 2021 |Volume: 11 |Issue: 2 |Pages: 20
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781799862376|DOI: 10.4018/IJOM.2021040103
Cite Article Cite Article

MLA

Madan, Simran Kaur, and Payal S. Kapoor. "Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory." IJOM vol.11, no.2 2021: pp.32-51. http://doi.org/10.4018/IJOM.2021040103

APA

Madan, S. K. & Kapoor, P. S. (2021). Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory. International Journal of Online Marketing (IJOM), 11(2), 32-51. http://doi.org/10.4018/IJOM.2021040103

Chicago

Madan, Simran Kaur, and Payal S. Kapoor. "Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory," International Journal of Online Marketing (IJOM) 11, no.2: 32-51. http://doi.org/10.4018/IJOM.2021040103

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.