E-ISSN : 2383-9449
Investigating Antecedents of Instagram Attachment and Intention to Post Photos on Instagram
Jun, Soo-Hyun (Department of Tourism Management, Keimyung University)
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Abstract
This study examined effects of the social-psychological motivations to use Instagram (i.e., identity seeking, social interaction) and narcissistic personality on personal attachment to Instagram and intention to post photos on Instagram. Identity seeking, social interaction and narcissistic personality (i.e., grandiose/exhibition) had significant positive effects on personal attachment to Instagram. Identity seeking and social interaction had significant positive effects on intention to post photos on Instagram. However, narcissistic personality had no effect on the intention to post photos on Instagram. The study results support the theory of the extended-self in the digital context. This study also provides useful information to help organizations understand why people use Instagram as well as how to take advantage of Instagram to enhance their services and consumer experiences.
- keywords
- Identity Seeking, Social Interaction, Narcissistic Personality, Instagram
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