A Study on the Causality Affecting of Instagram Usage Patterns on Immersion and Impulsive Purchase

Abstract

Purpose Instagram is one of the most used social network services (SNS) in the world today. Instagram is widely used not only as a communication channel between people but also as a marketing channel for many companies. This study has explored the structure of what kind of causal relationship the Instagram usage pattern has in the structure that leads to immersion and impulsive purchase after examining what factors users’ Instagram usage patterns are linked to under this background, and specifically which Instagram usage patterns affect immersion. Design/Methodology/Approach Instagram usage patterns were structured from the three perspectives of information seeking, self-exposure, and exploration of others in this study through existing literature research and interview searches although SNS usage patterns were approached from various perspectives in previous related studies. Findings As a result of this study, it was found that the type of Instagram use affects the immersion, and it also showed a significant result in the causal relationship between the type of Instagram use, immersion, and impulse purchase. The results of this study provide useful academic and practical implications. Research Implications In particular, it provides practical implications for companies to consider when collecting Instagram-related marketing strategies by suggesting the causal relationship among SNS usage patterns, immersion, and impulse purchases.