Why Do Young Kyrgyz Individuals Use Instagram? An Investigation of the Impacts of Surveillance/Knowledge About Others, Documentation and Self-expression Factors

Abstract

This study investigated the motivational factors that impact Instagram use among young Kyrgyz individuals. The theoretical framework was based on the uses and gratifications theory (UGT). In this respect, the study considered a target group actively using the Internet and social media applications. The study sample covers 515 Kyrgyz individuals between 14 and 23. Data from the sample were collected through a questionnaire based on the UGT. The study adopted a quantitative approach; hence, statistical approaches such as factor analysis, multivariate analysis of variance and correlation analysis were employed for the data analysis. According to the study results, three factors are related to Instagram use among young Kyrgyz individuals. These three factors were surveillance/knowledge about others, documentation and self-expression. The study’s results additionally demonstrated that demographic characteristics (age, gender, status of individuals, time spent on Instagram) have a different impact on individuals’ Instagram use. While gender affected only the documentation factor, time spent on Instagram was significant in all three factors: surveillance/knowledge about others, documentation and self-expression.