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

Abstract

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.

Effects of Religiosity, Peer Attachment, Characteristics of Instagram social media usage on Hedonic Behavior

“…Factors using instagram social media usage on hedonic behavior indicate that there are interrelationships with one's life satisfaction which are shown through likes and comments. Hedonic behavior is associated with feeling cool, fun and being an attractive person will cause a feeling of comfort on social media instagram [23] [24]. The Casalo study is in line with the rapid development of social media which is considered an escape from boredom, filling up leisure time and relaxing.…”

“…Instagram is social media used throughout the world. This application someone can share photos and videos with other users, Instagram has been commonly researched in the field of psychology when traced to recent articles in the field of psychology such as research from [40] [41] so that on the basis of the popularity of social media, various psychological factors related to the use of Instagram social media have been tested such as loneliness [42] orientation for social comparison. [43] body images [44] , social adjustment [45], and hedonism [46].…”

“…This application someone can share photos and videos with other users, Instagram has been commonly researched in the field of psychology when traced to recent articles in the field of psychology such as research from [40] [41] so that on the basis of the popularity of social media, various psychological factors related to the use of Instagram social media have been tested such as loneliness [42] orientation for social comparison. [43] body images [44] , social adjustment [45], and hedonism [46]. According to Paramboukis the characteristics of Instagram social media usage are tracking the use of services for taking and sharing photos and videos on smartphones or computers consisting of several dimensions studied in the social and behavioral fields, namely: usage Instagram, Instagram behavior, Instagram attitudes, emotional Instagram reaction [47] Hypothesis Major :…”

“…Fashion and hijab expression indirectly forms a hedonic lifestyle [1] [2] which will be the topic of this research. In the last 5 years research on hedonic lifestyles was found among adolescents ( [3]; [4], [5]; [6] [7]; [8]; [9]).…”

“…The Casalo study is in line with the rapid development of social media which is considered an escape from boredom, filling up leisure time and relaxing. [25] Alhabash & Ma which states that the eight most important aspects of instagram use are all self-centered such as spending time, getting and sharing information, convenience, entertainment,self-expression, social interaction, and self-documentation [26] . Al-Hunaiyyan & Al-Hajri explain that one can follow family, friends or strangers who show activities of daily life on Instagram social media [27].…”