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Abstract
The purpose of this study was to explore the relationship between consumer belongingness (social connectedness and social assurance) and subjective well-being, and in turn, intentional mimicry consumption. Also, Instagram activities examined in this study as mediator between subjective well-being and intentional mimicry consumption. American consumers age ranged 18-38 who are Instagram users were asked to participate in the survey. A structured online survey was developed and distributed through the company Survey Sampling International (SSI). A total of 223 female and male participants’ responses were analyzed in SPSS. Regressions were used to test relationship of variables and examine the mediation effect of Instagram activities. The findings revealed the significant relationships between all of the variables. Among the Instagram activities, only interaction had a mediation effect between subjective well-being and intentional mimicry consumption.