The Relationships Between Instagram Use, Emotional and Behavioural Responses, Self-Esteem, Emotional Investment, and Social Comparison

This study investigates the behavioral and emotional responses to Instagram use and the role of individual difference factors in those responses. Data (n = 315) was collected via an online questionnaire in Norway. The mean age was 24.5 years, of whom 230 were women and 81 men. 84.8% of the participants checked Instagram at least daily, and they spent, on average, 56.1 minutes daily on the platform. The data collected was analyzed using multiple factor analyses, five hierarchical regression analyses, and path analysis. Results show that people, on average, present themselves in an enhanced way and that the amount of people that spend time and money to get content on Instagram and use deceptive presentations is generally low. Most people also get a favorable emotional effect from spending time and being active on the platform. The results also indicate that Emotional Investment, Social Comparison Orientation (SCO), and Active Use are the most important variables for determining an individual's behavioral and emotional responses on a group level. Other variables found to be important are Life Satisfaction, Representativity Mismatch in Life, and Passive Use. Interesting moderating factors include Age, Gender, Passive and Active Use, and Self-Esteem.