Taylor and Francis Group and Juraj Dobrila University of Pula, Faculty of economics and tourism Dr. Mijo Mirković
Doi
Abstract
Social networks are one of the largest and fastest-growing marketing tools in the world. Their strength is proven by 3.8 billion
users worldwide in 2020. The tool offers great economic potential
for a commercial brand. This paper focuses on the social network
sought after by the millennials - Instagram. One advertisement on
Instagram can reach up to 849 million users. One-third of socalled stories are commercial and 200 million users a day look at
a business profile. The aim of this paper is to characterize the
influence of interactivity in the form of ‘liking’, commenting, and
sharing on consumer shopping behavior. The partial goal of the
paper is to characterize the interests of users on the social network Instagram. The paper is based on the stimulus-organismresponse paradigm developed by Howard and Sheth (1969). The
research concerns the influence of interactivity on the motives for
using Instagram (O) and especially on brand awareness and the
intention to purchase (R). Interactivity only influences responses
when it is mediated through the individual’s motivation to use
the application, whether for hedonistic or utilitarian reasons. The
data were obtained using a questionnaire and were evaluated
using the Confirmatory Factor Analysis and Equation
Structural Modelling
