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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 intended following and recommendation of an account on Instagram. Data are collected from 548 members of a fashion brand community official Instagram account. After the validation of measurement scales, the hypotheses are contrasted using a structural equation model. Findings Results show that both perceived enjoyment and usefulness have a positive effect on satisfaction with the Instagram account, which in turn positively affects the intention to follow and recommend the account. Specifically, satisfaction fully mediates the influence of perceptions on intentions, except for the influence of perceived usefulness on intended recommendation as these variables are also directly linked. Practical implications The findings help managers to understand consumers’ behavioral intentions on Instagram and note the relevant role of perceived enjoyment and usefulness in creating a satisfactory experience in this context. Originality/value Nowadays, brands and users are continuously joining Instagram and, as a result of its growing importance, there is a need to better understand consumer behavior in this context. This research analyses the antecedents of both the intention to follow and recommend an account on Instagram.

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 investigate the effect of consumer perceptions about the characteristics of the content generated in the account (perceived originality, quantity, and quality) on their perceived hedonism and satisfaction. Data were collected in two stages from 808 members of a fashion brand's official Instagram account. First, participants answered an online questionnaire to evaluate their perceptions, satisfaction, and interaction intentions. Second, 1 month later, we measure the number of likes and comments done by each participant in the brand's official Instagram account during that month. Using partial least squares to analyze the data, perceived hedonism is found to affect both satisfaction and the intention to interact in Instagram, which in turn influences actual behavior. Besides, perceived originality is the most relevant content characteristic to develop perceived hedonism. These findings offer managers a general vision of consumers' behaviors on Instagram, highlighting the importance of hedonism to create a satisfactory experience.

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Impacts of technological embodiment through virtual reality on potential guests' emotions and engagementVirtual reality technologies have increased the integration between devices and the human senses. Despite the increased interest in embodied technologies in tourism, there has been little research into the effectiveness of virtual reality, particularly in the hospitality sector. The aim of the present work is to analyze the impact of technological embodiment on potential guests' emotional reactions and engagement in the context of a hotel-based virtual reality experience. Results from a laboratory experiment showed that, compared to desktop computers and mobile phones, virtual reality devices evoke more positive emotional reactions and higher levels of psychological and behavioral engagement. In addition, emotions and psychological engagement mediate the impact of embodied virtual reality devices on behavioral engagement. The results underline the importance of technological embodiment in providing engaging hotel-based pre-experiences, where the hotels incorporate virtual reality into their communication strategies.