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Visual Marketing: Exploring Influences on the Continuous Use of Instagram

Visual Marketing: Exploring Influences on the Continuous Use of Instagram

Yi-Fen Chen, Chia-Wen Tsai, Han-Ni Tsai
Copyright: © 2022 |Volume: 14 |Issue: 1 |Pages: 13
ISSN: 1937-9633|EISSN: 1937-9641|EISBN13: 9781683180586|DOI: 10.4018/IJEA.297927
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MLA

Chen, Yi-Fen, et al. "Visual Marketing: Exploring Influences on the Continuous Use of Instagram." IJEA vol.14, no.1 2022: pp.1-13. http://doi.org/10.4018/IJEA.297927

APA

Chen, Y., Tsai, C., & Tsai, H. (2022). Visual Marketing: Exploring Influences on the Continuous Use of Instagram. International Journal of E-Adoption (IJEA), 14(1), 1-13. http://doi.org/10.4018/IJEA.297927

Chicago

Chen, Yi-Fen, Chia-Wen Tsai, and Han-Ni Tsai. "Visual Marketing: Exploring Influences on the Continuous Use of Instagram," International Journal of E-Adoption (IJEA) 14, no.1: 1-13. http://doi.org/10.4018/IJEA.297927

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Abstract

There are 524 participants completed the online and usable surveys were returned. This study uses structural equation modeling (SEM) analysis as a main method. Based on the identity, satisfaction, and emotions of Instagram users, this study has developed a theoretical framework on their self-presentation, perceived uniqueness, popularity, trust, involvement, aesthetics, and immersion in order to understand their continuance intention toward Instagram. According to the research results, self-presentation, perceived uniqueness, and popularity had a positive influence on identity; trust and involvement had a positive influence on satisfaction and immersion; and identity and satisfaction had a positive influence on continuance intention.

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