Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics

The increasing relevance of Instagram and its growing adoption among top brands suggest an effort to better understand consumers' behaviors within this context. The purpose of this study is to examine the role of perceived hedonism and satisfaction in determining consumers' intentions to interact and their actual interaction behaviors (the number of likes, by tapping a heart icon, and comments) in a brand's official Instagram account. Also, we...