The Effect of Content Richness, Video Quality and Source Reliability on User Satisfaction on Instagram
DOI:
https://doi.org/10.5281/zenodo.14357777Keywords:
Social media, Content richness, Video quality, Satisfaction, Partial least squares structural equation modellingAbstract
In this study, the effects of content richness, video quality and source reliability on user satisfaction of university students on Instagram were investigated with the help of a proposed model. Firstly, a research model based on the literature was developed and a data collection tool based on the model was designed simultaneously. Then, the data were collected online through a link and the proposed research model was tested with partial least squares structural equation modelling (PLS-SEM) method. Accordingly, it is predicted that content richness, video quality and source reliability increase Instagram user satisfaction, and as satisfaction increases, behavioural intention to use Instagram will increase.
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