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How who we follow influences our Instagram addiction and self-presentation on the APP
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| 1.45 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
As the number of Instagram users and the time spent on the application continues to
rise, so does the occurrence of Instagram addiction. While prior research has identified the
core motives and personality traits connected to this addiction, the effects of a users’
following, have not been studied thus far. However, most of the time spent on the application,
users browse through the posts of their followed accounts. Therefore, the current study
analyzed the effects that the number and types of accounts, and the topics of their content,
have on a users’ level of Instagram addiction as well as their self-presentation on the
application. The findings of the questionnaire (N = 212) revealed that the number of public
accounts followed positively correlates with the level of Instagram addiction. Furthermore,
users that primarily follow friends and acquaintances tend to present their real self, while
followers of influencers and celebrities present a more ideal and fake version of themselves
on Instagram. Thereby, the users’ life-satisfaction and self-esteem have a moderating role on
the effects on self-presentation. These findings provide useful insights to users and could act
as a basis for public policy directed towards a healthier use of social networking sites.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Instagram Following Addiction Self-presentation Self-esteem