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http://dx.doi.org/10.5392/JKCA.2016.16.06.450

Effects of Instagram User Personality on Brand Satisfaction and Loyalty  

Kim, Hye-Bin (이화여자대학교 디지털미디어학부)
Publication Information
The Journal of the Korea Contents Association / v.16, no.6, 2016 , pp. 450-461 More about this Journal
Abstract
This study set out to analyze the effects of user personality on the brand satisfaction and loyalty of SNS to identify factors influencing SNS usage. For that purpose, the study defined extraversion, curiosity, and self-esteem, three factors of Instagram user personality, as exogenous variables, focusing on Instagram, which has made a relatively sharp rise in the usage rate among many different SNS applications. With brand satisfaction and loyalty set as endogenous variables, the investigator introduced brand satisfaction as a mediating variable for the effects of extraversion, curiosity, and self-esteem on brand loyalty. A survey was conducted with Korean people with an experience of using Instagram, and total 396 questionnaires were used in final analysis. The findings show that all of three exogenous variables had positive (+) effects on brand satisfaction with extraversion and curiosity having positive (+) effects on brand loyalty, as well. And the findings demonstrate that brand satisfaction was a mediating variable and that curiosity was the personality factor that had the biggest influences on satisfaction and loyalty.
Keywords
Instagram; SNS; User Personality; Brand Satisfaction; Brand Loyalty;
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Times Cited By KSCI : 2  (Citation Analysis)
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