Anais
Resumo do trabalho
Marketing · Comportamento do Consumidor
Título
MOTIVATIONS OF BRAZILIAN USERS FOR INSTAGRAM USE
Palavras-chave
Perceived media values
Psychological benefits
Social network
Autores
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Emily Marina Sato
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Marlette Cassia Oliveira FerreiraIFSP - Insitituto Federal de Educação, Ciências e Tecnologia de São Paulo
Resumo
Introdução
Instagram is one of the most popular social media platforms in Brazil, with strong adoption among young people and a prominent role in digital everyday life. Launched in 2010, it has become a space for content consumption, interaction, and identity building. By 2025, it has over 2 billion monthly active users worldwide. In Brazil, it reaches approximately 140.7 million users, ranking third globally, behind only India and the United States (Statista, 2025).
Problema de Pesquisa e Objetivo
This research seeks to answer: what are the motivations of Brazilian users for using Instagram? The general objective is to identify these motivations. Specifically, it aims to assess the perceived media value, highlight the psychological benefits of using the platform, and analyze how these factors relate to user motivations, focusing on Instagram users.
Fundamentação Teórica
The theoretical framework is based on three main scales: motivation for Instagram use (Floriano; Silva, 2023), which measures surveillance, documentation, popularity, and creativity; perceived media values (Zhang; Xu; Ye, 2022), focusing on entertainment, social networking, and social status; and an adapted factor from the Facebook use motivation scale, related to psychological benefits (Balakrishnan; Shamim, 2013), such as self-esteem, satisfaction, and subjective well-being.
Metodologia
The research is applied (Hair Jr. et al., 2010), descriptive, with a quantitative approach and a survey procedure. Data collection was conducted through a structured questionnaire composed of 45 questions. The questionnaire was administered exclusively online via the Google Forms platform. The link was shared across various digital channels, including WhatsApp, Instagram, X (formerly Twitter), and Reddit. The sampling was non-probabilistic by convenience, totaling 92 valid responses.
Análise dos Resultados
Instagram usage among respondents is marked by passive motivations, with surveillance standing out. This indicates a shift in digital behavior, as the logic behind usage tends to be less rationalized and more automated. The platform is used reactively, primarily for entertainment and distraction, which is reflected in feelings of satisfaction and happiness, although it has little impact on self-esteem. Social class B2 seeks more recognition and well-being, while class B1 focuses on social connections.
Conclusão
The results show that the main motivation for using Instagram is surveillance, but what truly drives usage is entertainment (76.81%). Users report psychological benefits such as satisfaction (63.48%) and happiness (63.26%). Usage is passive and centered on distraction and pleasure. The popularization of reels and the advancement of the algorithm reinforce fast and repeated content consumption, positioning Instagram primarily as a tool for entertainment and boredom relief, rather than for intense interactions.
Contribuição / Impacto
This study is in line with Floriano and Silva (2023), contributing to advancing the understanding of Brazilian users' behavior on Instagram by integrating three interrelated dimensions: motivations, perceived value, and psychological benefits. By segmenting the results by socioeconomic class, the research offers a more refined view of how different groups experience the platform.
Referências Bibliográficas
BALAKRISHNAN, Vimala; SHAMIM, Azra. Malaysian Facebookers: motives and addictive behaviours unraveled. Computers in Human Behavior, v. 29, n. 4, p. 1342–1349, jul. 2013.
FLORIANO, M. D. P.; SILVA, A. H. Motivações para uso do Instagram: Uma adaptação e validação da escala Sheldon e Bryant ao contexto brasileiro. Gestão e Sociedade, v. 17, n. 47, p. 1-29, 2023.
ZHANG, Mingmin; XU, Ping; YE, Yinjiao. Trust in social media brands and perceived media values: a survey study in China. Computers in Human Behavior, v. 127, p. 107024, fev. 2022.
FLORIANO, M. D. P.; SILVA, A. H. Motivações para uso do Instagram: Uma adaptação e validação da escala Sheldon e Bryant ao contexto brasileiro. Gestão e Sociedade, v. 17, n. 47, p. 1-29, 2023.
ZHANG, Mingmin; XU, Ping; YE, Yinjiao. Trust in social media brands and perceived media values: a survey study in China. Computers in Human Behavior, v. 127, p. 107024, fev. 2022.