Published Paper Details:

The advancement of communications technology has transformed social media from a platform of one-way emotional communication to a crucial medium of personalization, interaction, and publicity. The new wave of social media has strongly influenced Generations Y and Z. Social media platforms are thus striving to create distinctions that make them stand out from a wide variety of such platforms, and Instagram is no exception. Such platform distinctions aim to increase content interaction, meet user expectations, and increase user satisfaction, thereby cultivating loyal users. Considering that studies have rarely discussed Instagram, this study explored the influence of Instagram users� perceived interactivity, perceived value, satisfaction, and loyalty to the platform. Results from statistical analyses and tests performed using SPSS Statistics 23.0 revealed a significant, positive correlation among perceived interactivity, perceived value, satisfaction, and loyalty. This implied that users� willingness to actually participate in social media interaction is subject to perceived value and satisfaction and they also become loyal to the functions and content offered by a platform. Finally, these research results will enable relevant operators to effectively understand the usage and effects of Instagram and can serve as a reference for commercial operations with regard to marketing.