USES AND GRATIFICATION OF INSTAGRAM AMONG STUDENTS

ABSTRACT

This study investigated the uses and gratification of Instagram among the University of Benin Students (UNIBEN). The study became necessary following the assumption that there are issues surrounding the use of instagram. The study was anchored on the uses and gratification theory. The survey design was adopted with the aid of 8-item questionnaires administered to three hundred and ninety six (396) purposively selected from fifteen (15) faculties in the University of Benin, Benin City. Data obtained were analysed and presented with the aid of frequency tables, simple percentage and mean scores. The study discovered that students are exposed to the use of Instagram because they regularly use them to interact with others, to seek creative inspiration, to become popular and to look at current fashion brand trends. Based on this, the study concluded that the student use Instagram to an high extent. The study also indicated the gratification University of Benin students derive from using Instagram like pleasure, relaxation and control. The study recommended the need for Instagram to be more student friendly and engaging and deliberate efforts should be made to sustain students’ interest in using Instagram.