Visual Marketing: Exploring Influences on the Continuous Use of Instagram

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.