Beliefs about the Use of Instagram: An Exploratory Study

Hiram, Ting and Winnie, Wong Poh Ming and Ernest Cyril, de Run and Sally, Lau Yin Choo (2015) Beliefs about the Use of Instagram: An Exploratory Study. International Journal of Business and Innovation, 2 (2). pp. 15-31. ISSN 1751-0260

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Given the rapid technological advancement, social media and communication devices continue to grow exponentially. Hence, social networking has become a major communication method in contemporary society. As a mobile application, Instagram has been widely used for personal reasons as well as business activities. Due to the lack of literature in understanding why people use Instagram in emerging markets, the present study serves as groundwork to explore the subject matter in Malaysia. The theory of reasoned action (TRA) was adapted so as to provide theoretical base to explain specific beliefs about Instagram. This provides better understanding of attitude and usage behavior towards Instagram. Qualitative method was adopted by means of personal interview in order to elicit belief factors about Instagram. Thirty-four interviews were conducted on the basis of data replicability, and all transcriptions were subsequently analyzed using content analysis. Results indicate that behavioral beliefs about Instagram are composed of five factors, and they are labeled as personal gratification, features usefulness, socializing role, product information and entertainment. Normative beliefs, in turn, are made up by six factors, and they are labeled as siblings, relatives, close friends/peers, friends in general, Facebook friends, and application reviewers. This exploratory study contributes a fundamental knowledge about Instagram and social networking communication with a theoretical stance. From managerial standpoint, it also elucidates the effect of communication manner and people from the same age-group on adopting the product.

Item Type: Article
Uncontrolled Keywords: Social networking, Instagram, beliefs, qualitative, Theory of reasoned action (TRA), research, Universiti Malaysia Sarawak, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Faculties, Institutes, Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 19 Aug 2015 01:38
Last Modified: 19 Aug 2015 01:38

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