MA (Master of Arts)
Brand and Media Strategy
Date of Award
Committee Chair or Co-Chairs
Susan E Waters
Robert Andrew Dunn, Melanie B. Richards
Instagram is revolutionary in social media and networking, but little is known about the factors, social or psychological, that motivate users to become constant users on this app. A comprehensive survey was created, 277 college-aged Instagram users responded about their motivation, attitude, purpose, and primary activities regarding Instagram. The results show that Instagram users have five fundamental social and psychological motives: social interaction, archiving, self-expression, escapism, and peeking. Results showed that males were different from females in the following areas of using Instagram: create a personal space, interact with a number of people, keep in touch with friends far away, get updates on close friends and family, provide updates on life, or show off. Also, there was only one significant difference in the results of the age group: in using Instagram to keep in touch with friends far away, the 21-23 and 30+ age groups were significantly different.
Thesis - Withheld
Althobaiti, Rehab, "The Motivations and Uses of Instagram" (2018). Electronic Theses and Dissertations. Paper 3411. https://dc.etsu.edu/etd/3411
Copyright by the authors.
Available for download on Saturday, April 02, 2022