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Antecedents and consequents of user satisfaction on Instagram

Aloisio Henrique Mazzarolo (Accounting and Management, FUCAPE Business School, São Luís, Brazil)
Emerson Wagner Mainardes (Management, FUCAPE Business School, Vitória, Brazil)
Felipe Almeida Innocencio (Accounting and Management, FUCAPE Business School, São Luís, Brazil)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 11 February 2021

Issue publication date: 6 July 2021




The 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.


We 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.


The 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/implications

We 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.


The 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.



This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 304209/2018-0, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 84513772 (599/2018) and 85395650 (228/2019), by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2020, and by IFTS (Instituto Fucape de Tecnologias Sociais), project 2018-2021.Conflict of Interest Statement: On behalf of all authors, the corresponding author states that there is no conflict of interest


Mazzarolo, A.H., Mainardes, E.W. and Innocencio, F.A. (2021), "Antecedents and consequents of user satisfaction on Instagram", Marketing Intelligence & Planning, Vol. 39 No. 5, pp. 687-701.



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