Business adopting Social Networking Sites (SNSs), especially Instagram to interact and engage customer is not a new phenomenon. However, the emergence of an ephemeral content on SNSs has recently become an effective instrument for business owner and marketers, only few researches have been focused on study about the feature, interactivity, and psychological motivation behind the consumer engagement in the Instagram business-accounts. This current study grounded on Social presence and Self-determination theory to deeply examine the effect of Instagram’s ephemeral features; Instagram stories, in forming Social presence through sense of belonging, curiosity, FoMo toward consumer engagement in Instagram business-accounts. The results exhibit the features involved with interpersonal interactivity and self-disclosure from business-account play an important role on forming Social presence, which engendered sense of belonging and increasing in consumer engagement in the business-account. Sense of belonging also direct and indirect affected by two psychological mechanism; Curiosity and FoMO driven behind the action of engagement. The theoretical and managerial implications were discussed in this study.

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