"Segmentation, Motivation, and Management in Instagram Users"

Abstract

"Millions of Internet users engage with social media, particularly Instagram. This investigation seeks to determine the motivations and segmentation of Instagram users as a social network and examine the relationship between users and satisfaction variables. An online survey served as the primary data collection method, engaging a total of 369 respondents. Data analysis was performed using factor analysis, the K-means segmentation method, and the chi-square test. Four motivational dimensions for Instagram use were identified: Curiosity, Creativity, and Documentation,Self-Expression,Socialization, and Recreation. Additionally, three distinct user segments were identified: Enthusiasts, Spectators, and Passive Users, with enthusiasts being the most satisfied and loyal to the platform. This research provides valuable insights for businesses that use Instagram as a communication, sales, and marketing channel."