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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: © 2022 |Pages: 23
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch104
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MLA

Madan, Simran Kaur, and Payal S. Kapoor. "Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 1964-1986. https://doi.org/10.4018/978-1-6684-6287-4.ch104

APA

Madan, S. K. & Kapoor, P. S. (2022). Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1964-1986). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch104

Chicago

Madan, Simran Kaur, and Payal S. Kapoor. "Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 1964-1986. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch104

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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.

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