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Motives for Instagram Use and Topics of Interest among Young Adults

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  • Yi-Ting Huang

    (Department of Commercial Design, Chung Yuan Christian University, Taoyuan 32023, Taiwan)

  • Sheng-Fang Su

    (Department of Commercial Design, Chung Yuan Christian University, Taoyuan 32023, Taiwan)

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.

Suggested Citation

  • Yi-Ting Huang & Sheng-Fang Su, 2018. "Motives for Instagram Use and Topics of Interest among Young Adults," Future Internet, MDPI, vol. 10(8), pages 1-12, August.
    • Handle: RePEc:gam:jftint:v:10:y:2018:i:8:p:77-:d:162854
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    1. Kevin Denny & Vincent O’ Sullivan, 2007. "The Economic Consequences of Being Left-Handed: Some Sinister Results," Journal of Human Resources, University of Wisconsin Press, vol. 42(2).
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    1. José-María Romero-Rodríguez & Carmen Rodríguez-Jiménez & Magdalena Ramos Navas-Parejo & José-Antonio Marín-Marín & Gerardo Gómez-García, 2020. "Use of Instagram by Pre-Service Teacher Education: Smartphone Habits and Dependency Factors," IJERPH, MDPI, vol. 17(11), pages 1-10, June.
    2. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    3. Giulia Ballarotto & Barbara Volpi & Renata Tambelli, 2021. "Adolescent Attachment to Parents and Peers and the Use of Instagram: The Mediation Role of Psychopathological Risk," IJERPH, MDPI, vol. 18(8), pages 1-13, April.
    4. Giulia Ballarotto & Eleonora Marzilli & Luca Cerniglia & Silvia Cimino & Renata Tambelli, 2021. "How Does Psychological Distress Due to the COVID-19 Pandemic Impact on Internet Addiction and Instagram Addiction in Emerging Adults?," IJERPH, MDPI, vol. 18(21), pages 1-19, October.
    5. Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.
    6. Pilar Aparicio-Martinez & Alberto-Jesus Perea-Moreno & María Pilar Martinez-Jimenez & María Dolores Redel-Macías & Manuel Vaquero-Abellan & Claudia Pagliari, 2019. "A Bibliometric Analysis of the Health Field Regarding Social Networks and Young People," IJERPH, MDPI, vol. 16(20), pages 1-25, October.
    7. Cahyono, Edi Dwi, 2023. "Instagram adoption for local food transactions: A research framework," Technological Forecasting and Social Change, Elsevier, vol. 187(C).

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