Platform-Specific Quality Dimensions in Instagram Commerce: How Social Media Features Drive Consumer Behavior

The emergence of social media platforms as commercial environments has necessitated the reconceptualization of service quality frameworks in electronic commerce research. This investigation analyzes and empirically validates social media quality as a multidimensional construct encompassing clarity, attractiveness, interactivity, and relevance dimensions. Grounded in means-end chain theory and uses and gratifications theory, we propose and test a comprehensive nomological network examining customer service and privacy as antecedents and their consequent effects on brand image, electronic word-of-mouth, repurchase intention, and customer satisfaction within Instagram commerce ecosystems. Using structural equation modeling with 258 Chilean Instagram commerce users, we find empirical support for all hypothesized relationships. Results reveal that both customer service and privacy are significant determinants of social media quality perceptions, with privacy demonstrating a substantially stronger effect. Social media quality, in turn, demonstrates considerable predictive power for brand image, customer satisfaction, electronic word of mouth, and repurchase intention. Importantly, customer satisfaction functions as a critical mediating mechanism, translating quality perceptions into behavioral outcomes. This research extends existing service quality literature by delineating a theoretically grounded framework for assessing quality perceptions in social commerce contexts and offering strategic guidance for optimizing social media commerce initiatives.