THE ATTITUDES, GRATIFICATION, PATTERNS AND PURPOSES OF USING INSTAGRAM AMONG UNIVERSITY STUDENTS: A QUALITATIVE STUDY

Abstract

Instagram is a prominent social media platform among Generation Z in Iran, with users dedicating significant time daily to scrolling and accumulating numerous hours weekly. This study aims to achieve a comprehensive understanding of the effects of gratification, attitudes, and purposes associated with Instagram use among Iranian students. We conducted in-depth interviews with 25 students from Ferdowsi University in Mashhad, Iran, who are active Instagram users. The objective was to explore how gratification, attitudes, and usage purposes influence students' engagement with Instagram. Findings indicate that students derive satisfaction from using Instagram, fulfilling various needs. Their attitudes towards Instagram usage are both positive and negative, reflecting diverse purposes. Students' interests vary widely, leading them to follow pages that align with their preferences. The study also discusses the broader implications of these findings.