Casaló, Luis V.; Flavián, Carlos; Ibáñez-Sánchez, … - In: Online Information Review 41 (2017) 7, pp. 1046-1063
Purpose The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain....