Published Online:June 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM030625
DOI:10.71329/IUPJBRM/2025.22.2.62-80
Author Name:R Ananyaa and Shobana T
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:62-80
The paper studies the relationship between the uses and gratification theory (UGT) and customer engagement behavior (CEB) with a mediating factor, customer brand experience (CBE), on Instagram. The effect of UGT on CEB with CBE has not been researched in an Indian context, as per an extensive literature review. The study used convenience sampling to select 287 respondents, and applied one-way ANOVA and SEM to examine the data. It found a substantial difference in the average time spent on Instagram by users belonging to various age-groups. The study found a partial impact of CBE on UGT and CEB
Internet has become an integral part of our daily lives. In India, there are over 900 million active Internet users, and as of September 2024, there are over 414 million Instagram users, making India the largest Instagram audience in the world (Statista, 2025a and 20025b). Instagram acts as a power hub of marketing for businesses of all kinds to reach prospective customers from different parts of the world, contributing to the fact that it has a larger engagement rate compared to Facebook and X (formerly Twitter) (Chaudhary, 2021).