Why do people post Instagram Stories?
28
Issued Date
2023-01-01
Resource Type
ISSN
14775212
eISSN
17418100
Scopus ID
2-s2.0-85161830123
Journal Title
International Journal of Internet Marketing and Advertising
Volume
18
Issue
4
Start Page
410
End Page
428
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Internet Marketing and Advertising Vol.18 No.4 (2023) , 410-428
Suggested Citation
Keerakiatwong N., Taecharungroj V., Döpping J. Why do people post Instagram Stories?. International Journal of Internet Marketing and Advertising Vol.18 No.4 (2023) , 410-428. 428. doi:10.1504/IJIMA.2023.131263 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/87758
Title
Why do people post Instagram Stories?
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Instagram Story has now become a widely used feature for self-presentation. However, despite its popularity, limited research has addressed the Instagram Story concept. The research gaps that we aimed to fill included lack of in-depth understanding of the motives and self-presentation affordances that the platform offers to users. This research elucidates reasons why people post on Instagram Story and its characteristics and features that enhance self-presentation by highlighting input from 23 regular Instagram Story contributors in Bangkok, Thailand. The results determined that people used Instagram Story to connect with others of a similar disposition, to present their lifestyle, passion and values and as a means of archiving and recollecting past activities. This study also explains the affordances of Instagram Story and reinforces the current body of knowledge by highlighting the role of ephemerality and culture. We suggest brands to leverage Instagram Story and help users have fun, connect and shape their identities.