Examining Managerial Factors Influencing the Tendency of Bandar Abbas Citizens to Use Instagram
Keywords:
Instagram, tendency, interaction, entertainment. , self-expression, managementAbstract
The present study aims to examine managerial factors influencing the tendency of Bandar Abbas citizens to use Instagram. The research method employed in this study is cross-sectional in terms of temporal dimension; operationally, it is an applied investigation, as the researcher seeks to establish a logical relationship between scholarly work and the target population. Given the nature of the topic, the data collection procedure, and the characteristics of the statistical population, a survey method was utilized. The statistical population of this study consists of the citizens of Bandar Abbas. The sample size includes 384 citizens of Bandar Abbas. To collect data, the study used the Virtual Network Usage Motivation Questionnaire (Gülnar et al., 2010). The data obtained from the questionnaires were analyzed statistically using SPSS software. The findings revealed a significant relationship between the use of the Instagram social network and immersion in virtual space (r = 0.001), between the use of the Instagram social network and the motivation for interaction and communication in virtual space (r = 0.001), between the use of the Instagram social network and self-expression in virtual space (r = 0.001), and between the use of the Instagram social network and entertainment motivation in virtual space (r = 0.001). Based on the results, it can be concluded that individuals’ motivation to join Instagram is not unidimensional; rather, it is multidimensional and multifaceted, varying from one person to another and from one culture to another. The results of this study may offer valuable theoretical and practical implications for managers and policymakers in this domain.
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Copyright (c) 2024 Khalil Bozorgmehr, Shahnaz Hashemi, Ali Granmayehpour (Author)
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