Antecedents to Following Brands on Facebook and Instagram with Moderating Role of User Experience

Abstract

This study empirically examines the antecedents to users’ intention to follow brands on the two most popular social media platforms, that is, Facebook and Instagram. Using the existing body of knowledge, a conceptual model was developed. Users appear to follow brands on Facebook and Instagram for different gratifications. The findings show that consumers who utilize social media platforms to follow brands perceive their usage as convenient and fruitful. Second, social circle pressure has a great impact on users in social media engagement with brands. Lastly, advertisers should design social media campaigns that provide value to consumers.

Keywords

Social media brand communication advertising gratifications technology acceptance model

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