Modeling the Impact of Social Media Appealing on Individual Dealing with Social Business (Case: Instagram Social Business Pages)

Due to the growing popularity of social networks, social business is facing many challenges, including reducing user engagement in forums and the high cost of attracting and retaining customers, because of intense competition. The present study examined the main pattern of the impact of social media appealing on the development of social business among Iranian Instagram users, using a model of the relationship between the appealing of social media and participation. It also discussed the relationship between participation and commitment to social business, taking into account the moderator variable of personal interest. This applied research conducted through descriptive and correlation method, and the data were collected through survey by 212 Instagram social business users. Based on the results, the theoretical model explains 44% of the changes in individual commitment to social business;Instagram's social, informational, and visual appeal also increases user engagement and, consequently, increases commitment to social business. Interactive and functional appeal did not have a significant effect on user engagement. The individual's personal interest in social commerce did not moderate the model's relationship and did not have a significant effect on participation and commitment to social business.