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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...

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Main Authors: Hiram, Ting, Winnie, Wong Poh Ming, Ernest Cyril, de Run, Sally, Lau Yin Choo
Format: E-Article
Language:English
Published: IRC Publishers 2015
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/8614/1/Beliefs%20about%20the%20Use%20of%20Instagram%20An%20Exploratory%20Study%28abstract%29.pdf
http://ir.unimas.my/id/eprint/8614/
http://www.researchgate.net/publication/272026006_Beliefs_about_the_Use_of_Instagram_An_Exploratory_Study
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spelling my.unimas.ir.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 E-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
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
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
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.
format E-Article
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
title Beliefs about the Use of Instagram: An Exploratory Study
title_short 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_sort beliefs about the use of instagram: an exploratory study
publisher IRC Publishers
publishDate 2015
url http://ir.unimas.my/id/eprint/8614/1/Beliefs%20about%20the%20Use%20of%20Instagram%20An%20Exploratory%20Study%28abstract%29.pdf
http://ir.unimas.my/id/eprint/8614/
http://www.researchgate.net/publication/272026006_Beliefs_about_the_Use_of_Instagram_An_Exploratory_Study
_version_ 1644510560037896192
score 13.211869

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