IDEAS home Printed from https://ideas.repec.org/a/sae/fbbsrw/v13y2024i5p586-599.html
   My bibliography  Save this article

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

Author

Listed:
  • Amir Manzoor

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.

Suggested Citation

  • Amir Manzoor, 2024. "Antecedents to Following Brands on Facebook and Instagram with Moderating Role of User Experience," FIIB Business Review, , vol. 13(5), pages 586-599, October.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:5:p:586-599
    DOI: 10.1177/23197145221151010
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/23197145221151010
    Download Restriction: no
    File URL: https://libkey.io/10.1177/23197145221151010?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Pejman Ebrahimi & Khadija Aya Hamza & Eva Gorgenyi-Hegyes & Hadi Zarea & Maria Fekete-Farkas, 2021. "Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary," Sustainability, MDPI, vol. 13(18), pages 1-20, September.
    2. Boush, David M & Friestad, Marian & Rose, Gregory M, 1994. "Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 165-175, June.
    3. Panagiotis Adamopoulos & Anindya Ghose & Vilma Todri, 2018. "The Impact of User Personality Traits on Word of Mouth: Text-Mining Social Media Platforms," Information Systems Research, INFORMS, vol. 29(3), pages 612-640, September.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Buzeta, Cristian & De Pelsmacker, Patrick & Dens, Nathalie, 2020. "Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 79-98.
    6. Sara Javed & Md. Salamun Rashidin & Mingxia Zhu & Zhexiao Xu & Wang Jian & Siming Zuo, 2021. "Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust," SAGE Open, , vol. 11(1), pages 21582440211, March.
    7. Nadire Cavus & Abdullahi S. Sani & Yusuf Haruna & Abdulmalik A. Lawan, 2021. "Efficacy of Social Networking Sites for Sustainable Education in the Era of COVID-19: A Systematic Review," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tianyi Li & Xiaoquan (Michael) Zhang, 2024. "Development Trajectory of Blockchain Platforms: The Role of Multirole," Information Systems Research, INFORMS, vol. 35(3), pages 1296-1323, September.
    2. Christian Arnold & Kai-Ingo Voigt, 2019. "Determinants of Industrial Internet of Things Adoption in German Manufacturing Companies," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-21, October.
    3. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    4. Awni Rawashdeh, 2013. "Study Toward The Understanding Of Behavioral Intention To Use A Customer Relationship Management (Crm) Systems," Far East Journal of Psychology and Business, Far East Research Centre, vol. 12(1), pages 1-11, September.
    5. Melih Engin & Fatih Gürses, 2019. "Adoption of Hospital Information Systems in Public Hospitals in Turkey: An Analysis with the Unified Theory of Acceptance and Use of Technology Model," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.
    6. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    7. Morosan, Cristian, 2016. "An empirical examination of U.S. travelers’ intentions to use biometric e-gates in airports," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 120-128.
    8. Tsung Teng Chen, 2012. "The development and empirical study of a literature review aiding system," Scientometrics, Springer;Akadémiai Kiadó, vol. 92(1), pages 105-116, July.
    9. Lawrence Bunnell & Kweku-Muata Osei-Bryson & Victoria Y. Yoon, 0. "RecSys Issues Ontology: A Knowledge Classification of Issues for Recommender Systems Researchers," Information Systems Frontiers, Springer, vol. 0, pages 1-42.
    10. Issa Mohamed Al Dafaei & Zurida Ismail & Mohd Ali Samsudin & Firas Jalal Shakir, 2013. "The Mediating Effect of Self-Efficacy towards the Relationship Between Attitudes And Level of Use Towards Instructional Computer Technology in Oman," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(12), pages 2382-2398, December.
    11. Abdesamad Zouine & Pierre Fenies, 2014. "The Critical Success Factors Of The ERP System Project: A Meta-Analysis Methodology," Post-Print hal-01419785, HAL.
    12. Debora Bettiga & Lucio Lamberti & Emanuele Lettieri, 2020. "Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach," Health Care Management Science, Springer, vol. 23(2), pages 203-214, June.
    13. Mbassi, Christophe Martial & Messono, Omang Ombolo, 2023. "Historical technology and current economic development: Reassessing the nature of the relationship," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    14. Luke Butcher & Ian Phau & Min Teah, 2016. "Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 701-715, November.
    15. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    16. Kunpeng Zhang & Wendy Moe, 2021. "Measuring Brand Favorability Using Large-Scale Social Media Data," Information Systems Research, INFORMS, vol. 32(4), pages 1128-1139, December.
    17. Sudip Bhattacharjee & Lewis Shaw, 2001. "Evidence that independent research projects improve accounting students' technology-related perceptions and skills," Accounting Education, Taylor & Francis Journals, vol. 10(1), pages 83-103.
    18. Chen-Yuan Chen & Bih-Yaw Shih & Shih-Hsien Yu, 2012. "Disaster prevention and reduction for exploring teachers’ technology acceptance using a virtual reality system and partial least squares techniques," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 62(3), pages 1217-1231, July.
    19. Kamrul Islam Syed & Prof. Abu Bakr Sade & Prof. Huam Hon Tot, 2024. "Perceived Benefits, Social Influence, Self-Efficacy and Digital Consumerism: The Moderating Role of Digital Accountability," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(1), pages 393-407, January.
    20. Yavas, Volkan & Yavaş Tez, Özge, 2023. "Consumer intention over upcoming utopia: Urban air mobility," Journal of Air Transport Management, Elsevier, vol. 107(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:fbbsrw:v:13:y:2024:i:5:p:586-599. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.