Degree Name

MA (Master of Arts)

Program

Brand and Media Strategy

Date of Award

5-2018

Committee Chair or Co-Chairs

Susan E Waters

Committee Members

Robert Andrew Dunn, Melanie B. Richards

Abstract

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.

Document Type

Thesis - Withheld

Copyright

Copyright by the authors.

Available for download on Saturday, April 02, 2022

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