THE ANTECEDENTS OF THE SATISFACTION OF FASHION BRANDS' FOLLOWERS ON INSTAGRAM AND THE EFFECT ON THE INTENTION TO FOLLOW THE INFLUENCER'S ADVICE

Khouloud Chaabane and Rym Bouzaabia

International Journal of Social Science, Management and Economics Research - IJSSMER, 2025, vol. 3, issue 6

Abstract: This study focuses on the antecedents and the consequences of the satisfaction of fashion brands' followers on Instagram. The results of a sample of 300 respondents to an online questionnaire showed that perceived usefulness, perceived enjoyment and socialization positively and significantly influence satisfaction. This variable, in turn, has a positive effect on the intention to follow the influencer's advice. In addition, the moderating role of the need for interaction has been confirmed.

Keywords: Public; Economics (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ijssme:401290

DOI: 10.22004/ag.econ.401290

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