Social Media Use Motivations of Individuals During the COVID-19 Pandemic Within the Framework of Uses and Satisfaction Theory: The Example of Instagram

Abstract

According to the uses and gratifications theory, individuals tend to use social media in order to satisfy their various needs such as information, entertainment and socialization. This situation raises the question of what needs individuals tend to use social media and why they prefer to use one social network site more than another. This study aims to reveal within the framework of the uses and gratifications theory, which motivations individuals use Instagram, which is one of today's popular social media applications, to obtain during the COVID-19 Pandemic process. In line with the stated purpose, in-depth interviews were made with 10 people determined by purposeful sampling method in the study. According to the data obtained as a result of the interviews, six basic motivations that directed individuals to use Instagram during the pandemic process were determined. These motivations are; acquiring / sharing information, social interaction, expression of thoughts, taking leisure time, having fun and relaxing, ease of use.