Exploring Motivations of Instagram Use in Pakistan

Abstract

Instagram is widely popular among youngsters. News media turns to Instagram and disseminates the political information across globe. The purpose of this study is to investigate the use of Instagram amongst the students of International Islamic University Islamabad based on the political Information consumption and online political participation. Using Uses and Gratification theory, this study examines students’ motivations behind the use of Instagram for the political purpose such as getting and sharing political information, expressing political opinion and following political accounts. For this purpose, data was collected through purposive sampling and analyzed to identify the motivation of the students of IIUI for the use of Instagram regarding online political participation.