User Behavior: The Case of Instagram

Guarda, Teresa; Lopes, Isabel; Victor, José Avelino; Vázquez, Encarnación González

doi:10.1007/978-981-15-1564-4_5

Cited by 7 publications

(1 citation statement)

References 10 publications

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“…Instagram is unique in that it focuses more on the aesthetic dissemination of information, i.e., sharing content visually, which has led academics to posit that it is the most influential s-commerce platform (Guarda et al, 2020). Indeed, Nash (2020) discovered that whilst Facebook is the most popular social media platform globally, the majority of UK participants specified that Instagram was the primary platform in which they searched for fashion products as they preferred the visual nature of it.…”

Section: Instagrammentioning

confidence: 99%

Investigating shopper motivations for purchasing on Instagram

Chrimes¹,

Boardman²

2023

IJTTC

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This article investigates shopper motivations and subsequent electronic word-of-mouth (eWoM) intentions when purchasing fashion garments via Instagram. A quantitative survey was distributed via social media channels and collected 205 valid respondents from females aged 18-43. Numerous preliminary analyses were conducted before undertaking structural equation modelling (SEM) to test the hypothesised model. The study found that both hedonic (i.e., latest trends) and utilitarian (convenience and information availability) motivations positively affected consumers' intention to search for garments on Instagram. However, cost (utilitarian) and authority (hedonic) were found to have no effect on consumers search intentions. The findings further suggest that there is a significant link between searching for garments on Instagram and purchase intentions and that users who search for fashion items on Instagram are also prone to undertaking eWoM by sharing garments with their friends and commenting on product posts.

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Section: Instagrammentioning

confidence: 99%