Moderate Effect of Satisfaction on Intention to Follow Business Profiles on Instagram

The paper is dedicated to user activities on Instagram. The article covers the current ways of using Instagram by brands to gain attention from Instagram users. The purpose of this study is to investigate the influence of Enjoyment, Perceived Usefulness, and Perceived Brand on users’ Satisfaction and Intention to follow business profiles on Instagram. The study tested and used the model of five latent variables in the Instagram social media network context. The partial least square method of structural equation modeling is employed to test the proposed research model. The study utilizes an online survey to obtain data from 192 Instagram users. The data set was analyzed using SmartPLS 3 software. Results showed that the best predictor of users’ Satisfaction is Perceived Brand, followed by Enjoyment. Satisfaction is a moderate predictor of Intention to follow business profiles on Instagram.  Most of the respondents are 18 to 24 years old and are from one country. Only three external variables were tested, explaining 50% of the variance. The characterization of the content and its adaptation to the users' expectations allows for a measurable increase in the intention to interact with the business profile, leading to a rise in marketing potential. The findings improve understanding regarding the acceptance of business’ activities on Instagram, and this work is, therefore, of particular interest to social media marketers and business owners.