The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia

Nowadays, the use of social media among businesses has become ordinary things, where one of them is the use of Instagram. The things that every business wants to use Instagram is to seeking and increasing awareness, becoming thought leaders in customers, and to creating a community of their brands. Therefore, this study will find out the relationship of the test factors which include learning benefits, self-realization benefits, hedonic benefits and social benefits on customer contentment with Instagram brand community and to find out whether these factors affect customer intentions to follow and recommend the Instagram account. From this study, it was proposed that the four factors of customer contentment with the benefits of the Instagram brand community have a positive relationship, thus, it can affect customer intentions to follow and recommend the Instagram brand account. After led our study with 207 respondents as followers of the Instagram fashion brand community in Indonesia, with all the test factors in the form of hypotheses analyzed using structural equation models (PLS), the results denoted that learning benefits and hedonic benefits have a positive relationship on customer contentment with Instagram brand community and influences the intention to follow and recommend the account. To sum up, customer contentment is only able to mediate these positive factors, learning benefits and hedonic benefits.