A Study to Understand Customer’s Motives for using Instagram
Instagram, by uttering a name in front of social media consumerwhat comes first into the mind is pictures or stories. An application was creatively designed to create a platform where pictures narrate stories rather than words.1In last few years, it has become a platform where various celebrities, brands and people come to gather at this virtual place and share their story pictorially. As per the reputed data source,Instagram Active users are growing rapidly from Jan, 2013 (90 million) to July 2018 ( 1000 million).4 India is second highest country after USA in terms of having Monthly Active Instagram users( 75 Million, as on Jan 2019).3 The objective of this paper is to understand the motives of Indian Instagram users. As per an authentic source most of the consumers of Instagram belong to age groups 16-24 years (37%) and 25-34 (34%).2 So, we have targeted those Indian consumers of Instagram belong to these two age groups. In the current Study, the adopted research design is conclusive in nature, adopted sampling design is cluster sampling and adopted data collection method was questionnaire. The questionnaire was designed based on literature study and circulated among the targeted group of respondents. Total 255 filled questionnaires were received and 215 were finalised to prepare research data file. Using statistical packages like SPSS, AMOS and SAS the analysis of the data has been carried out. By choosing Confirmatory Factor Analysis theunderlying motives were confirmed; Interaction in Social Sphere, Collection, self-expression, Distraction and peeking.