Motives and Self-monitoring as Predictors of Intensity in Instagram Use and Intention to Post Photos on Instagram

Purpose - The purpose of this study was to investigate the influence of motives for Instagram use and Self-monitoring on the intensity of Instagram use and intention to post photos on Instagram. Design/Methodology/Approach - An online survey research method was utilized for this study. The study population was individuals residing in Korea, regularly making use of Instagram, who had previously posted a photo on Instagram. The sampling frame was panel members from a research panel company in Korea. The non-probability convenience sampling method was applied to recruit study participants for this study. Findings - The study findings indicate that people who use Instagram for documentation and surveillance/knowledge about others are more likely to have higher levels of intensity in Instagram use. People who use Instagram for coolness/popularity/creativity and who focus on Self-monitoring are more likely to intend to post photos on Instagram. Research Implications - The study findings add to the research on the uses and gratification theory by contributing to the extension and application of the theory in the SNS context. Furthermore, the study contributes to the extension of Self-monitoring research in the SNS context. This study adds to the scarcity of research that has examined the Self-monitoring theory in relation to SNSs. The study further expanded the application of the Self-monitoring theory to image-sharing SNSs.