Why does connection time matter? Examining intention to follow shopping advice and the moderating role of time on Instagram

Purpose Consumers now desire cosmetics that are aligned with their beliefs in the beauty industry. Brands want to listen to these new claims and seek a more intimate relationship with their followers on social networks (SNS). Therefore, this study aims to evaluate the antecedents and outcomes of affective engagement on a brand’s Instagram account. Considering the increased usage of SNS, the authors assess whether connection time moderates the intention to follow shopping advice on Instagram. Design/methodology/approach Quantitative study based on a survey posted on the brand’s Instagram account with 565 Brazilian beauty tech startup consumers. Data were validated using structural equation modeling. Findings For heavy users, the effect of brand content stimuli on affective engagement is greater, with differences highlighted for each content appeal. Emotional bonds with followers lead to ongoing cocreation behavior over time. More insightful relationship: greater SNS exposure increases the effect of cocreation on the intention to follow shopping advice, demonstrating the importance of connecting time to business goals. Originality/value This study offers a unique perspective on how brands can capitalize on connection time on Instagram. The authors found several behavioral trends based on SNS exposure essential for a more assertive digital marketing strategy plan. It also provides compelling insights into brand content management and engagement on SNS.