Functional Analysis of Instagram Usage Behaviour in Nigeria
Journal Title: Saudi Journal of Humanities and Social Sciences - Year 2018, Vol 3, Issue 1
Abstract
Abstract:This study draws on online focus group discussions made up of convenience sample of five businesses and face-to-face focus group discussions with fourteen participants randomly selected from university st4dents 5n different faculties/departments at Delta State University, Abraka to explore the utilization of Instagram in Nigeria. Data were obtained differently through online response to questions from business operators via Email and direct interaction with participants through questions and answers sessions, and responses to the questions were coded by hand, and analyses using comparative method to determine majority and non-majority opinions to each question. The results yielded demographic picture of Instagram users serving as potential influence on the platform usability. Furthermore,, the results indicates that Instagram is offering a new dimension in business advertisement and marketing of products to consumers, and photos and live videos as communication strategies, reflective of the semiotics principles The results noted that Instagram is creating a new life of sociability, and of self-presentation and selfies as contemporary social behaviour with posting /self-portrait photos and live videos as identity marker and self-performance The study discussed the limitations relating to Instagram use and provide suggestions for further investigation to determine the impact of Instagram in Nigeria..The author concluded that the study has contributed to the advancement of literature in Instagram functionalities and social media research. Keywords:Instagram, Nigeria, Functionalism Theory, University Students; Advertising and Marketing Sociability, Semiotics.
Authors and Affiliations
Oghogho Uyi OSAZEE- ODIA
Keywords
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