Purpose

The purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an account and interact with it positively influences the endorsed brand attitude, resulting in purchase intention on Instagram.

Design/methodology/approach

We undertook primary data collection through a quantitative, descriptive and cross-sectional approach, applying a nonprobabilistic sampling method by convenience and accessibility. We conducted data collection by means of an online questionnaire, which gained 447 respondents. The data analysis technique was SEM-PLS.

Findings

The results indicated that utility, entertainment and socialization tend to predict user satisfaction when using Instagram, and this satisfaction tends to generate a following and interacting behavior with other users. The results also suggest that by establishing this continuous relationship with other users, there is a greater possibility of users endorsing the brands presented to them, which may lead to greater purchase intention.

Research limitations/implications

We bring relevant information to companies for the development of virtual engagement, allowing them to better develop a strategy for reaching new Instagram followers by analyzing their behavior.

Originality/value

The study expands the field of uses and gratifications (U&G) theory in the use of Instagram, using antecedents of satisfaction. In relation to consequences, this study includes in the model a commercial base in terms of endorsed brand attitude and purchase intention.

中文翻译：

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Instagram 用户满意度的前因后果

目的

这项研究的目的是确定使用 Instagram 时满意度的前因和后果。我们还旨在验证关注帐户并与之互动的意图是否对认可的品牌态度产生积极影响，从而导致在 Instagram 上的购买意图。

设计/方法/方法

我们通过定量、描述性和横截面方法进行原始数据收集，通过方便和可访问性应用非概率抽样方法。我们通过在线问卷进行数据收集，共获得 447 名受访者。数据分析技术是SEM-PLS。

发现

结果表明，实用性、娱乐性和社交性往往会预测用户在使用 Instagram 时的满意度，而这种满意度往往会产生与其他用户的关注和互动行为。结果还表明，通过与其他用户建立这种持续的关系，用户认可展示给他们的品牌的可能性更大，这可能会导致更大的购买意愿。

研究限制/影响

我们为公司提供相关信息以发展虚拟参与，使他们能够通过分析他们的行为更好地制定吸引新 Instagram 粉丝的策略。

原创性/价值

该研究使用满意度的前因，扩展了 Instagram 使用中的使用和满足 (U&G) 理论领域。关于后果，本研究在模型中包括了品牌态度和购买意愿方面的商业基础。