Motives for Instagram Use and Topics of Interest among Young Adults

• Published in: Future internet Vol. 10; no. 8; p. 77
• Main Authors: Huang, Yi-Ting, Su, Sheng-Fang
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.08.2018
• Subjects: Addictions; Addictive behaviors; Adults; Age; Audiences; Behavior; Cognitive style; Colleges & universities; Communication; Cultural differences; cyber-psychology; Digital media; Gender; Instagram; Internet; Motivation; motive of usage; Population; Research methodology; Smartphones; Social factors; social interaction; social media; Social networks; Social research; Students; visual commerce; Young adults; United States > US; Asia; Taiwan
• ISSN: 1999-5903; 1999-5903
• DOI: 10.3390/fi10080077

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.