Can Instagram Be Adopted as an Innovative Tool for Developing Self-Esteem? An Evaluation of Self-Esteem through Social Media User-Experience

Neo Ligaraba, Tinashe Chuchu


Instagram has emerged as one of the most popular social media platforms. This study examined Instagram usage of young adults in an emerging market, South Africa. The research sought to establish the extent to which Instagram usage may affect self-esteem among young consumers in emerging markets. A conceptual model has been developed based on identified factors such as Instagram usage, emotional investment in Instagram, self-efficacy, sense of community and self-esteem. 361 active Instagram users were selected through convenience sampling and the feedback they provided was processed for insights. Descriptive statistics and structural equation modeling (SEM) were used to investigate the interrelationships between the constructs. Implications for marketers include promoting adequate use of Instagram and making users aware of the potential threats of its excessive usage.

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Studies in Media and Communication      ISSN 2325-8071 (Print)   ISSN 2325-808X (Online)

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