THE ANTECEDENTS OF THE SATISFACTION OF FASHION BRANDS' FOLLOWERS ON INSTAGRAM AND THE EFFECT ON THE INTENTION TO FOLLOW THE INFLUENCER'S ADVICE
DOI:
https://doi.org/10.61421/IJSSMER.2025.3607Keywords:
Instagram, Perceived enjoyment, socialization, satisfaction, intentions to follow the influencer's adviceAbstract
This study focuses on the antecedents and the consequences of the satisfaction of fashion brands' followers on Instagram. The results of a sample of 300 respondents to an online questionnaire showed that perceived usefulness, perceived enjoyment and socialization positively and significantly influence satisfaction. This variable, in turn, has a positive effect on the intention to follow the influencer's advice. In addition, the moderating role of the need for interaction has been confirmed.
Downloads
References
Ashfaq, M., Yun, J., Yu, S., & Loureiro, S. M. C. (2020). I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents. Telematics and informatics, 54, 101473.
Astuti, B., & Putri, A. P. (2018). Analysis on the effect of Instagram use on consumer purchase intensity. Review of Integrative Business and Economics Research, 7, 24-38.
Basak, E., & Calisir, F. (2015). An empirical study on factors affecting continuance intention of using Facebook. Computers in Human Behavior, 48, 181-189.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee's viewpoint. Journal of marketing, 58(4), 95-106.
Casaló, L. V., Cisneros, J., Flavián, C., & Guinalíu, M. (2009). Determinants of success in open source software networks. Industrial Management & Data Systems, 109(4), 532-549.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Antecedents and consequences of consumer participation in on-line communities: The case of the travel sector. International Journal of Electronic Commerce, 15(2), 137-167
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding consumer interaction on Instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369-375.
Cheah, I., Shimul, A. S., Liang, J., & Phau, I. (2023). Consumer attitude and intention toward ridesharing. In Relationship Marketing in Franchising and Retailing (pp. 3-24). Routledge.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of applied social psychology, 22(14), 1111-1132.
de Oliveira, M. J., Huertas, M. K. Z., & Lin, Z. (2016). Factors driving young users' engagement with Facebook: Evidence from Brazil. Computers in human behavior, 54, 54-61.
Delisle, M. P., & Parmentier, M. A. (2016). Navigating person-branding in the fashion blogosphere. Journal of Global Fashion Marketing, 7(3), 211-224.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in human behavior, 68, 1-7.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of interactive advertising, 17(2), 138-149.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Goldsmith, R. E., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of fashion marketing and management: an international journal, 12(3), 308-322.
Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of advertising, 43(2), 155-166.
Kim, B., & Kim, Y. (2019). Facebook versus Instagram: How perceived gratifications and technological attributes are related to the change in social media usage. The social science journal, 56(2), 156-167.
Langeard, E. (1981). Services marketing: new insights from consumers and managers. (No Title).
Mahmoud, A. B., Hack‐Polay, D., Fuxman, L., & Nicoletti, M. (2021). The Janus‐faced effects of COVID‐19 perceptions on family healthy eating behavior: Parent’s negative experience as a mediator and gender as a moderator. Scandinavian Journal of Psychology, 62(4), 586-595.
Mazzarolo, A. H., Mainardes, E. W., & Innocencio, F. A. (2021). Antecedents and consequents of user satisfaction on Instagram. Marketing Intelligence & Planning, 39(5), 687-701.
McKinsey&Company (2016). The state of fashion 2017. Retrieved from goo.gl/22DhcR,
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.
Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of interactive marketing, 21(2), 42-62.
Nayal, P., & Pandey, N. (2025). Framework for measuring usage intention of digital coupons: A SPADM approach. Journal of Strategic Marketing, 33(1), 117-137.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyberpsychology & behavior, 12(6), 729-733.
Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T. (2020). One size doesn’t fit all: a uses and gratifications analysis of social media platforms. Journal of Research in Interactive Marketing, 14(2), 269-284.
Pereira, T., Limberger, P. F., & Ardigó, C. M. (2021). The moderating effect of the need for interaction with a service employee on purchase intention in chatbots. Telematics and Informatics Reports, 1, 100003.
Prendergast, G. P., & Marr, N. E. (1994). The future of self-service technologies in retail banking. Service Industries Journal, 14(1), 94-114.
Qin, Y. S. (2020). Fostering brand–consumer interactions in social media: the role of social media uses and gratifications. Journal of Research in Interactive Marketing, 14(3), 337-354.
Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of science, technology & society, 30(5), 350-361.
Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior, 11(2), 169-174.
Santos Corrada, M., Flecha, J. A., & Lopez, E. (2020). The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services. European Business Review, 32(2), 297-315.
Seol, S., Lee, H., Yu, J., & Zo, H. (2016). Continuance usage of corporate SNS pages: A communicative ecology perspective. Information & Management, 53(6), 740-751.
Statista, 2020b. “Number of monthly active Instagram users”, available at: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Sung, Y., Kim, Y., Kwon, O., & Moon, J. (2010). An explorative study of Korean consumer participation in virtual brand communities in social network sites. Journal of Global Marketing, 23(5), 430-445.
Thakur, R., Angriawan, A., & Summey, J. H. (2016). Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness. Journal of Business research, 69(8), 2764-2773.
Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS quarterly, 695-704.
Walker, A. P., Banks, L., Gibbs, D. J., Lee, H., & Lee, H. Y. (2025). Generative Artificial Intelligence Use Among Social Work Students: The Role of Perceived Utility and Knowledge. Journal of Evidence-Based Social Work, 1-16.
Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative market research: an international journal, 16(4), 362-369.
Wiedmann, K. P., Hennigs, N., & Langner, S. (2010). Spreading the word of fashion: Identifying social influencers in fashion marketing. Journal of Global Fashion Marketing, 1(3), 142-153.
Yesmail. (2015). Lessons Learned: How Retailers Utilized Social Media in 2014, Trends and Takeaways for 2015.
Zilber, S., Monken, S., & Quevedo-Silva, F. (2019). Adoption of social media by small-and medium-sized healthcare enterprises. BBR. Brazilian Business Review, 16, 453-469.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Khouloud Chaabane
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in International Journal of Social Science, Management and Economics Research are licensed under a Creative Commons Attribution 4.0 International License.
