A Study on Customer Satisfaction on Instagram

Abstract

Given the prominence of Instagram in social media engagements, this study shall attempt to investigate those factors that determine consumer      satisfaction amongst the users of the social media platform. Accordingly, data was collected from 121 respondents who were administered with structured questionnaires and utilizing the quantitative research approach. The  analysis reveals that influential factors such as user interaction, relevance of content, and navigations have a major role in determining overall satisfaction. This research, laden with insightful information for marketers and platform developers seeking to further improve user experiences on Instagram, underscores the importance of vibrant content and confidence of users in their personal information. The findings also indicate that there is a need for sustained improvement of user interaction features and updating of content relevance in order to maintain high levels of customer satisfaction.