Beliefs about the Use of Instagram: An Exploratory Study
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 busin...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
IRC Publishers
2015
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8614/ http://ir.unimas.my/id/eprint/8614/1/Beliefs%20about%20the%20Use%20of%20Instagram%20An%20Exploratory%20Study%28abstract%29.pdf |
| _version_ | 1848836403248496640 |
|---|---|
| author | Hiram, Ting Winnie, Wong Poh Ming Ernest Cyril, de Run Sally, Lau Yin Choo |
| author_facet | Hiram, Ting Winnie, Wong Poh Ming Ernest Cyril, de Run Sally, Lau Yin Choo |
| author_sort | Hiram, Ting |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T06:23:12Z |
| format | Article |
| id | unimas-8614 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:23:12Z |
| publishDate | 2015 |
| publisher | IRC Publishers |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-86142015-08-19T01:38:40Z http://ir.unimas.my/id/eprint/8614/ Beliefs about the Use of Instagram: An Exploratory Study Hiram, Ting Winnie, Wong Poh Ming Ernest Cyril, de Run Sally, Lau Yin Choo H Social Sciences (General) 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. IRC Publishers 2015 Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/8614/1/Beliefs%20about%20the%20Use%20of%20Instagram%20An%20Exploratory%20Study%28abstract%29.pdf 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 http://www.researchgate.net/publication/272026006_Beliefs_about_the_Use_of_Instagram_An_Exploratory_Study |
| spellingShingle | H Social Sciences (General) Hiram, Ting Winnie, Wong Poh Ming Ernest Cyril, de Run Sally, Lau Yin Choo Beliefs about the Use of Instagram: An Exploratory Study |
| title | Beliefs about the Use of Instagram: An Exploratory Study |
| title_full | Beliefs about the Use of Instagram: An Exploratory Study |
| title_fullStr | Beliefs about the Use of Instagram: An Exploratory Study |
| title_full_unstemmed | Beliefs about the Use of Instagram: An Exploratory Study |
| title_short | Beliefs about the Use of Instagram: An Exploratory Study |
| title_sort | beliefs about the use of instagram: an exploratory study |
| topic | H Social Sciences (General) |
| url | http://ir.unimas.my/id/eprint/8614/ http://ir.unimas.my/id/eprint/8614/ http://ir.unimas.my/id/eprint/8614/1/Beliefs%20about%20the%20Use%20of%20Instagram%20An%20Exploratory%20Study%28abstract%29.pdf |