Page No 393-403
Akhitha Shijo,
SDMIMD, Mysuru, Karnataka
Faiza Fazal E. A.,
University of Kerala, Thiruvananthapuram, Kerala
Sandra Samuel,
K. E. College, Mannanam, Kerala
Malini R,
Union Christian College, Kerala
The present study aims to explore and understand the extent of Instagram use among
youth as well an analysis of their perspectives. It employs a sequential explanatory
mixed-methods research design with a quantitative phase to understand the extend of
Instagram addiction (N=250) followed by a qualitative phase (interviews) on 15
participants for deeper exploration, from various regions in the state of Kerala. The
Instagram Addiction Scale was used to identify the participants with different levels of
Instagram use. In-depth semi-structured interviews were conducted with participants
who scored moderate in the scale, and thematic analysis was used to interpret the
data collected through interviews. This process generated 185 codes, leading to 24
sub-themes and 3 major themes. The key themes identified were student perspectives
regarding the reasons for initiating Instagram use, reasons for continued use, and its
effects on behaviour and well-being. The study revealed initial motivations for using
Instagram indicating various personal and social reasons. More specific reasons were
identified as resulting in sustaining Instagram use. Instagram use was found to impact
behaviour and well-being in various ways, impacting personal and social life.