Özet:

The research is an attempt to explore determinants of Instagram usage intentions amongst young Indians. A research framework was designed by using previously validated scales on User Gratification Theory and its applications pertaining to social media usage behaviour. This framework was then tested for statistical validation on a sample (n=271) Causal relationships were tested by applying multiple regression analysis. The research concluded that two factors (Entertainment and Self-expression and Impression Management) act as predictors of a young Indian user’s intention to use Instagram. Interestingly the impact of Social Interaction, a core element of User Gratification Theory was found to have an insignificant impact on usage intention. Extraction and validation of a multi-faceted usage predictor (Entertainment and Self-expression) and conclusion that the social interaction does not predict usage intentions are the important contributions of this research work

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