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.
Highlights
A global survey on internet users in 2017 reported that the number of smartphone users has been growing at an astonishing rate
In terms of the amount of time spent on Instagram every day, 178 participants spent less than 1 h, 99 participants spent between 1 h and 3 h, and 30 participants spent more than 3 h
This study examined the usage motives and topics of interests of Instagram users studying at university or graduate school
Summary
A global survey on internet users in 2017 reported that the number of smartphone users has been growing at an astonishing rate. The general public has become extremely dependent on smartphones. The average amount of time that an adult spent on his or her smartphone per day soared from 15 min in 2008 to 2 h and 48 min in 2015 [2]. A high 40% of teenagers have some form of internet addiction [4]. In particular, are heavily dependent on mobile devices [5]. Research has shown that individuals with internet addiction and various other compulsions tend to spend more time on their mobile devices [6,7,8]. The amount of time spent using the internet alone is not enough to determine whether an individual has internet addiction [9]; this requires more complex diagnosis and testing
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