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Segmentation, Motivation, and Management in Instagram Users

In: New Perspectives in Economics and Management, Vol 1

Author

Listed:
  • Mauricio Carvache-Franco

    (Universidad Bolivariana del Ecuador
    Universidad ESAN, Graduate School of Business)

  • Wilmer Carvache-Franco

    (Escuela Superior Politécnica del Litoral, ESPOL. Facultad de Ciencias Sociales y Humanísticas)

  • Orly Carvache-Franco

    (Universidad Espíritu Santo)

  • Josue Pincay-Quiroz

    (Universidad Bolivariana del Ecuador)

Abstract

Millions of Internet users engage with social media, particularly Instagram. This investigation seeks to determine the motivations and segmentation of Instagram users as a social network and examine the relationship between users and satisfaction variables. An online survey served as the primary data collection method, engaging a total of 369 respondents. Data analysis was performed using factor analysis, the K-means segmentation method, and the chi-square test. Four motivational dimensions for Instagram use were identified: “Curiosity, Creativity, and Documentation,” “Self-Expression,” “Socialization,” and “Recreation.” Additionally, three distinct user segments were identified: “Enthusiasts,” “Spectators,” and “Passive Users,” with enthusiasts being the most satisfied and loyal to the platform. This research provides valuable insights for businesses that use Instagram as a communication, sales, and marketing channel.

Suggested Citation

  • Mauricio Carvache-Franco & Wilmer Carvache-Franco & Orly Carvache-Franco & Josue Pincay-Quiroz, 2026. "Segmentation, Motivation, and Management in Instagram Users," Springer Proceedings in Business and Economics, in: Alvaro Rocha & Elisabeth T. Pereira & Isaias Bianchi & Manuel Au-Yong-Oliveira & Tutut Herawan (ed.), New Perspectives in Economics and Management, Vol 1, chapter 0, pages 231-242, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-29260-5_16
    DOI: 10.1007/978-3-032-29260-5_16
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