Consumer engagement on instagram: The relationship between users' engagement motivators, behaviors and personality traits

With the advancement of online technology, social networking sites (SNSs) have become increasingly important in marketing. Brands focus on consumer brand engagement (CBE) to grow their consumer base, especially on Instagram. This study examined the main motivators that drive consumers to engage with brands on Instagram and analyzed their impact on engagement behaviors including consumption, contribution, and creation. It also explored the relationship between users' engagement motivators, behaviors, and personality traits. Consumers' Online Brand-Related Activities (COBRAs), Big Five Inventory (BFI), Rosenberg Self-Esteem Scale (RSES), and motivational scales were used as measurement tools. As a result of factor analysis, engagement motivators were grouped under six factors: brand affinity, self-image expression, entertainment, social interaction, reward, and convenience. Regression analysis showed that self-image expression and social interaction influenced all engagement behaviors. It was observed that brand affinity was a determinant of only consumption, while reward was a determinant of only creation. Finally, convenience has a negative impact only on contribution, whereas entertainment has a positive influence only on contribution. People with higher extroversion engage in all engagement behaviors. Besides, agreeableness is only related to consumption, whereas neuroticism is negatively correlated with contribution and creation.