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Future Internet 2018, 10(8), 77; https://doi.org/10.3390/fi10080077

Motives for Instagram Use and Topics of Interest among Young Adults

Department of Commercial Design, Chung Yuan Christian University, Taoyuan 32023, Taiwan
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Received: 8 May 2018 / Revised: 1 August 2018 / Accepted: 7 August 2018 / Published: 9 August 2018
(This article belongs to the Section Techno-Social Smart Systems)
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Abstract

Instagram is currently the most popular social media app among young people around the world. More than 70% of people between the ages of 12 and 24 are Instagram users. The research framework of this study was constructed based on smartphone addiction and the uses and gratifications theory. We used 27 question items divided into five factors, namely social interaction, documentation, diversion, self-promotion, and creativity, to investigate the motives for Instagram use and topics of interest among university students in Taiwan. A total of 307 valid questionnaires were obtained. The results revealed that on the whole, the motives for Instagram use were mostly to look at posts, particularly involving social interaction and diversion motives. The level of agreement expressed toward motives for creating posts was lower. Gender, professional training background, and level of addiction to Instagram all exert influence on motives for Instagram use. Over half of the students majoring in design followed artisans and celebrities (including designers), and female students noticed ads on Instagram more than male students did. View Full-Text
Keywords: cyber-psychology; Instagram; motive of usage; social interaction; social media; visual commerce cyber-psychology; Instagram; motive of usage; social interaction; social media; visual commerce
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
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Huang, Y.-T.; Su, S.-F. Motives for Instagram Use and Topics of Interest among Young Adults. Future Internet 2018, 10, 77.

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