IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v11y2021i2p32-51.html
   My bibliography  Save this article

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

Author

Listed:
  • Simran Kaur Madan

    (FORE School of Management, New Delhi, India)

  • Payal S. Kapoor

    (FORE School of Management, New Delhi, India)

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.

Suggested Citation

  • Simran Kaur Madan & Payal S. Kapoor, 2021. "Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory," International Journal of Online Marketing (IJOM), IGI Global, vol. 11(2), pages 32-51, April.
    • Handle: RePEc:igg:jom000:v:11:y:2021:i:2:p:32-51
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2021040103
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Colmekcioglu, Nazan & Marvi, Reza & Foroudi, Pantea & Okumus, Fevzi, 2022. "Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews," Journal of Business Research, Elsevier, vol. 153(C), pages 235-250.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:11:y:2021:i:2:p:32-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.