PurposeThe 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/approachWe 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.FindingsThe 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/implicationsWe 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/valueThe 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.