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Can Instagram Be Adopted as an Innovative Tool for Developing Self-Esteem? An Evaluation of Self-Esteem through Social Media User-Experience

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  • Neo Ligaraba
  • Tinashe Chuchu

Abstract

Instagram has emerged as one of the most popular social media platforms. This study examined Instagram usage of young adults in an emerging market, South Africa. The research sought to establish the extent to which Instagram usage may affect self-esteem among young consumers in emerging markets. A conceptual model has been developed based on identified factors such as Instagram usage, emotional investment in Instagram, self-efficacy, sense of community and self-esteem. 361 active Instagram users were selected through convenience sampling and the feedback they provided was processed for insights. Descriptive statistics and structural equation modeling (SEM) were used to investigate the interrelationships between the constructs. Implications for marketers include promoting adequate use of Instagram and making users aware of the potential threats of its excessive usage.

Suggested Citation

  • Neo Ligaraba & Tinashe Chuchu, 2023. "Can Instagram Be Adopted as an Innovative Tool for Developing Self-Esteem? An Evaluation of Self-Esteem through Social Media User-Experience," Studies in Media and Communication, Redfame publishing, vol. 11(7), pages 124-134, December.
    • Handle: RePEc:rfa:smcjnl:v:11:y:2023:i:7:p:124-134
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    References listed on IDEAS

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    1. Maria Vincenza Ciasullo & Raffaella Montera & Nicola Cucari & Francesco Polese, 2020. "How an international ambidexterity strategy can address the paradox perspective on corporate sustainability: Evidence from Chinese emerging market multinationals," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 2110-2129, July.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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