Antecedents of consumer intention to follow and recommend an Instagram account
Abstract
Purpose The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain. Design/methodology/approach The present study suggests that both perceived enjoyment and usefulness have a positive influence on satisfaction, which in turn affects...
Paper Details
Title
Antecedents of consumer intention to follow and recommend an Instagram account
Published Date
Nov 13, 2017
Journal
Volume
41
Issue
7
Pages
1046 - 1063
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Notes
History