This is a Thesis Defense presentation that discusses Instagram addiction and how it affects consumer behavior

1. T H E A D D I C T I O N O F
I N S TA G R A M
T H E B E H AV I O R A L A D D I C T I O N O F I N S TA G R A M A N D
I T S I M PA C T O N C O N S U M E R B E H AV I O R
T H E S I S D E F E N S E P R E S E N TAT I O N
B Y
M A R I A M A H M E D E L B A D D I N Y
MIUC

2. OUTLINE
• Motivation
• Research Question & Hypothesis
• Objective
• Introduction
• Theoretical Framework
• Research Methodology
• Data Analysis & Discussion
• Conclusion
• Recommendations
• References

3. MOTIVATION

4. WHY Instagram??
• Personal Interest
• Era of the Digital world.
• Exploring a behavioral addiction
• Consumer behavior

5. RESEARCH QUESTION & HYPOTHESIS

6. RESEARCH QUESTION:
Does Instagram addiction have a significant effect on consumer behavior and
consumer decisions?
HYPOTHESIS:
The behavioral addiction of Instagram affects Self Esteem and the Life
Satisfaction of consumers.

7. OBJECTIVE

8. • Effects of Instagram on individuals.
• Examine the behavioral addiction of
Instagram.
• What drives the addiction to Instagram.
- Life satisfaction
- Self-esteem

9. INTRODUCTION

10. • What happens upon receiving a notification ?
• Social media helps our body produce adrenaline,
which could speed up the process of addiction.
• People find it harder to quit social media than
smoking!
• 5 hours on social media a day are enough to rearrange
the way your brain operates!

11. “In this age of instant communication, emoticons are replacing words, body
language replacing language and visuals replacing text.” Haresh Sippy

12. • Social Media opened “Pandora’s Box” for
a new form of addiction!
• SNS’s are designed to be addictive
For dependence
For marketing purposes
Attractive for the younger generation due
to its appeal, features and ease of access.

13. • Purpose of this research:
• Phenomenon of behavioral addiction.
• Significance due to the increasing number of Instagram users.
• Understanding the popularity of Instagram.
• How does Instagram affect individual’s self-esteem?
• How does Instagram affect consumer behavior?

14. Why Instagram in particular?
• Instagram is ranked the most negative
amongst all social network sites.
WHY?
• Due to its immense influence on people.
• It allows users to share every detail of
their personal life and receive gratification.

15. Why Instagram in particular? Cont.
• There are 800 million monthly active
users and many experts believe it could
reach 1 billion by 2019.
• Studies found that social media use is a
good predictor of body dissatisfaction,
eating disorder symptoms, and life
satisfaction.

16. Result:
• It affects people’s self-esteem and their life satisfaction as well, which in turn
leads to affecting others around them.
• Virtual environments play a role in identity construction and identity play.
• Pathological behaviors lead to depression, stress, anxiety or other pre-
existing problems.
• Brands use the effects of Instagram to their advantage to convince people of
their products and then allow word of mouth to take its toll on others.

17. THEORETICAL FRAMEWORK

18. I- Social Media Addiction

19. DISCUSSION POINTS:
• Behavioral Addiction as a whole
• Internet Addiction
• Social Network Sites Addiction
• Instagram Addiction

20. BEHAVIORAL ADDICTION
 How does someone get addicted to something without putting an addictive
substance into the body?
SIMPLE!
• The brain can react to behaviors much as it does to drugs or alcohol.
• Makes us want to do them over and over again.

21. • Addiction is “a condition in which a
person engages in use of a substance or
in a behavior despite consequences”.
• Behavioral and psychedelic addictions
affect the brain’s executive functions.
• Individuals tend to escape reality and
drift off to another world.

23. INTERNET ADDICTION
Recent and increasingly recognized
disorder which has received growing
attention around the globe.

24. Definitions:
• An Impulse control disorder, similar to pathological gambling.
• Maladaptive pattern of Internet use.
• An inability or a difficulty to control the time spent online.

25. Symptoms:
• Loss of control over Internet use.
• Psychological, social, or professional conflict.
• Preoccupation when not using the Internet.
• Physical consequences such as; dry eyes,
back aches and headaches.

26. SOCIAL NETWORK SITES
Global Consumer Phenomenon with an exponential rise in usage.
They are virtual communities where users can:
• Create individual public profiles.
• Interact with real-life friends.
• Meet other people based on shared interests.

27. Cont.
• SNS’s allow users to shape and make their
social networks visible to others.
• Many scales have been developed to measure
SNS addiction.
• Photo sharing sites became the most popular
and started targeting people based on how
they view others.

28. INSTAGRAM ADDICTION
Some facts:
• Instagram uploads could reach around 544 million photos a day!
• 357% increase in users and as of September 2017.
• 800 million active users per month.
• Instagram has become a major platform for influencers.
• More than 40 Billion Photos have been shared.
• Most users are less than 35 years old.

29. Why is Instagramaddictive?
•The Act of taking the picture.
• The Immediate Reward.
• The Investment made by the user.

30. USES AND GRATIFICATION THEORY
• Developed by Bulmer and Katz in 1974.
• It is an audience-centered approach .
• The power goes to the audience.
• The user chooses the media that best suits and satisfies their needs.
• It is a sub-tradition of media effects research.

31. Cont.
• Makes the user aware of how media is used
for a person’s needs and gratification.
THE REASON BEHIND IT
• Personal identity
• Integration and social interaction

32. Cont.
• This theory places the focus on the consumer rather than on the message
being sent.
• Social networks are used to “experience selective, efficient, and immediate
contact with others”. Leads to addictive behavior.
• Maslow suggested that the uses and gratification theory was an extension of
the needs and motivation theory.

33. Maslow’s Hierarchy of Needs - 1943

34. BELONGINGNESS
• A need to be an accepted member of a
group.
• Desire to belong and be an important part of
something greater than themselves.
• Can lead to variations and changes in
behaviors, beliefs, and attitudes as people
strive to conform to the standards and norms
of the group.

35. How does that relate to Instagram?
• People can be part of a big scale of
friendships with friends they have met on
Instagram.
• People can post photos and videos that can
portray a certain image of themselves with
other Instagram users.
• To represent what they believe is their best
self-image, people adopt tactics of self-
presentation.

36. Media Systems Dependency Theory:
• The more a person depends on media to
satisfy their needs, the more important
this media will be in their life.
• Instagram regular usage means that the
media’s role is more and more important in
people’s life, therefore this media will have
a bigger influence.

37. II- Instagram Addiction &

38. WHAT IS CONSUMER BEHAVIOR?
• The study of how people make decisions about what they buy, want, need or
act in regards to a product, service or company.
• Deals with the stages a consumer goes through before purchasing products or
services.
Tells us:
• When consumers are most likely to make a purchase.
• How a customer feels directly before buying a product.
• How that customer feels directly after the purchase.
• Which questions or objections contribute to the buying decisions.

39. CONSUMER BEHAVIOR AND SELF-ESTEEM
Self-esteem:
• How we rate/evaluate ourselves
• How we value ourselves
• How a person fits into the larger society
• Feelings of competency and worth which
increase self-esteem.

40. CONSUMER BEHAVIOR AND LIFE SATISFACTION
Life satisfaction:
• The way individuals show their emotional state and their feelings.
• Feeling about current state and progression for the future.
• Favoring something rather than taking a look at the inner-self.
• The quality of life and living standards.
 Many people buy products because they believe it could help them be more
satisfied with their life.

42. ONLINE BRAND PRESENCE
97% of consumers use the web to search for local businesses.
Online Presence is CRUCIAL!
Digital branding:
• Brand management technique.
• Combination of internet branding and digital marketing online.
• Develops internet-based relationships, device-based applications or media
content.

43. HOW?
• Choose the right networks!
• Know your audience.
• Study your customer’s behavior!
• Use proper visual techniques.
• Develop an image.
• Develop a connection.
• Connect with influencers.
• PROMOTE!

44. Online Presence on Instagram
• Instagram allows businesses to reveal
insights into the core of their brand identity
in a visual, creative and engaging way.
• The constant addition of new features allows
the brand to stay hip and modern.
• Brands need to use Instagram due its
booming nature.
• Over ⅓ of Instagram users have used
Instagram to purchase a product online.

45. IV-Neuromarketing

46. What is NEUROMARKETING?
• New form of market research.
• Applies neuropsychology to marketing research, studying consumers'
sensorimotor, cognitive, and affective response to marketing stimuli.
• Seeks to understand why consumers make certain buying decisions.
• Tracks the brain’s blood flow as subjects respond to audio and visual cues.
• Understands responses to products through functional magnetic resonance
imaging (fMRI), and electroencephalography (EEG).

47. How do marketers benefit from
Neuromarketing?
• Market Research and Product development.
• Understand the needs of consumers.
• Understand consumer’s emotional reactions.
• Create smarter marketing tools.
• Reach a much bigger number of audience.

48. Cont.
A customer’s choice can be based on the
use of invasive techniques such as:
• Aromas
• Textures
• Flavors
• Consistencies
• Colors & shapes

49. METHODOLOGY

50. Research Strategy
• Quantitative approach
Quantify the problem by generating numerical data.
• Descriptive study
Analyzing and discussing previous similar studies.

51. Research Approach
• Secondary data in this study is acquired from previous projects by past
students, journals and other online sources.
• Deductive approach : valid reasoning.
to test the theoretical framework and the hypothesis.
• Online Survey type research model.
Sample size: 156.

52. Research Instruments
Online survey included five different sections
1- Demographics
2- Online Presence
3- Engagement
Bergen’s social media addiction scale.
4- Satisfaction with life scale
5- Self-esteem scale
Rosenberg Self-Esteem scale developed by Morris Rosenberg.

53. Bergen’s social media addiction scale
• Created originally for Facebook addiction.
• 5 point Likert scale that ranges from very rarely to very often, asking how often during the last year the
symptoms have occurred.
Satisfaction with life scale
• Developed by Diener, Emmons, Larsen, and Griffin in 1985.
• 7-point Likert style scale to measure how satisfied people are with their life.
Rosenberg Self-Esteem scale
• Developed by Morris Rosenberg in 1965.
• Used to evaluate individual self-esteem.
• 10-item scale that measures global self-worth by measuring both positive and negative feelings about the self.

54. RESULTS & DATA ANALYSIS

55. Note:
• The results are based on the social media survey distributed to 156 people.
• The charts and statistics are representative of solely that population and not
the mass.
• The respondents were asked to read the instructions carefully and answer
each item with complete honesty.

56. Proportion Of Age Group of
Respondents
• 26-30 years old : 35.9 %
• 31 and above: 30.8 %
• 21-25 years old: 27.6 %
• 15-20 years old: 5.8 % 0
5
10
15
20
25
30
35
40
15-20 21-25 26-30 31 and above
5.8
27.6
35.9
30.8
%ofAgegroup
Age Group

57. Proportion of Relationship Status of
Respondent
Single: 49.4%
In a relationship: 28.2%
Married: 22.4%
0
5
10
15
20
25
30
35
40
45
50
Married Single In a Relationship
22.4
49.4
28.2
Relationship Saus

58. Which of the following social media
networks do you have accounts on?
The Majority had accounts on all
three.
Breakdown:
• Facebook : 37%
• Instagram: 35.8%
• Linkedin: 27.2%
Facebook: 37 %
Instagram: 35.8 %
Linkedin, 27.2
Facebook Instagram Linkedin

59. Preferred Social Media Network
• Majority prefers Instagram to
Facebook.
• People who are above 30 prefer using
Facebook, while people between 20
and 30 prefer using Instagram.
Breakdown:
• Instagram: 55%
• Facebook: 45%
Facebook: 45%Instagram : 55%
Facebook Instagram

60. How do you check your account?
• Smartphone: 55.9%
• Laptop: 30.5%
• Tablet: 7.7%
• PC: 5.9 %
Smartphone: 55.9 %
Laptop: 30.5%
Tablet: 7.7%
PC: 5.9%
Smartphone Laptop Tablet PC

61. Time Spent on Instagram VS
Facebook
• Majority: 30 minutes on both
Instagram and Facebook, they prefer
Instagram to Facebook
• There is a considerable amount that
spend more than 2 hours 0
5
10
15
20
25
30
35
40
30 minutes I hour 1 hour 30
minutes
2 hours or more
34.6
26.3
17.3
21.8
37.8
21.8
19.2
21.2
How much time do you spend on Facebook on average per day?
How much time do you spend on Instagram on average per day?

62. Shopping Online Vs Checking Followers
on Instagram
• Very often:
Shop Online: 30.8%
Check followers: 47.4%
• Somewhat often :
Shop Online: 25.6%
Check followers: 19.9%
• Never:
Shop Online: 6.4%
Check followers: 3.2%
0
5
10
15
20
25
30
35
40
45
50
Very Often Often Some what
Often
Not often Never
30.8
17.9
25.6
19.2
6.4
47.4
20.5 19.9
9
3.2
How often do you shop online? How often do you check your followers?

63. Q: After uploading a photo on
Instagram that you really like, how
many times do you check how many
likes and comments you have
received within the first hour ?
• 1-5 times: 66%
• 6-10 times: 17.9%
• 11 times or more: 16%
0
10
20
30
40
50
60
70
1-5 times 6-10 times 11 times or more
66
17.9
16

64. Do you use Instagram to shop online?
• No: 71.2%
• Yes: 5.8%
• Sometimes: 23.1%
0
10
20
30
40
50
60
70
80
No Yes Sometimes
71.2
5.8
23.1

65. Hypothesis Testing
**A chi-square test/ Pearson’s chi squared test was carried out to see if these
factors have an influence on Instagram online shopping behavior.
• 𝐻0: The null hypothesis in this case indicates that there is no significant
difference between gender when it comes to shopping online with Instagram.
• 𝐻1:The alternate hypothesis is a claim that there is a significant difference
between gender while shopping online with Instagram.

66. Crosstab 1
Do you use Instagram to
shop online?
TotalNo Yes
Someti
mes
Sex Male Count 48 2 9 59
% within 81.4% 3.4% 15.3% 100.0%
Female Count 63 7 27 97
% within 64.9% 7.2% 27.8% 100.0%
Total Count 111 9 36 156
% within 71.2% 5.8% 23.1% 100.0%
The percentage of male respondents that shop online using Instagram
(18.7%) is slightly lower than female respondents which is about (28.8%)
Table 2 - Chi-Square Tests 1
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square
4.835a 2 .089
Likelihood Ratio 5.043 2 .080
Linear-by-Linear
Association 4.307 1 .038
N of Valid Cases 156
The p-value for Pearson chi-square = 0.089>
0.05. Since the p-value > 0.05, we do not
have to reject the null hypothesis

67. • 𝐻0: The null hypothesis in this case indicates that there is no significant
difference between the educational status of people who shop online with
Instagram.
• 𝐻1:The alternate hypothesis is a claim that there is a significant difference
between Educational status of the people who shop online with Instagram.

68. Chi-Square Tests 2
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square
.953a 2 .621
Likelihood Ratio .931 2 .628
Linear-by-Linear
Association .186 1 .666
N of Valid Cases 155
Crosstab 2
Do you use Instagram to
shop online?
Total1 2 3
Education
Level
1 Count 74 5 26 105
%within
Education
Level
70.5% 4.8% 24.8% 100.0%
2 Count 36 4 10 50
%within
Education
Level
72.0% 8.0% 20.0% 100.0%
Total Count 110 9 36 155
%within
Education
Level
71.0% 5.8% 23.2% 100.0%
The p-value for Pearson chi-square = 0.621 > 0.05. Since the p-value is greater than 0.05, the null hypothesis
isn’t rejected

69. Reliability Testing
• Reliability is the extent to which a questionnaire, test, observation or any
measurement procedure produces the same results in repeated trials.
• The stability or consistency of scores over time bearing in mind that reliability
relates to scores not people.

70. Bergen’s Instagram Addiction Scale
Items Strongly Agree Agree Neutral Disagree Strongly Disagree
1- You spend a lot of time thinking about
Instagram or planning how to use it.
43.60% 19.90% 16.70% 12.20% 7.70%
2- You feel an urge to use Instagram more
and more.
36.50% 17.30% 23.70% 15.40% 7.10%
3- You use Instagram in order to forget
about personal problems.
49.40% 14.10% 20.50% 11.50% 4.50%
4- You have tried to cut down on the use of
Instagram without success.
55.10% 13.50% 18.60% 5.10% 7.70%
5- You become restless or troubled if you
are prohibited from using Instagram.
62.20% 15.40% 14.70% 6.40% 1.30%
6- You use Instagram so much that it has
had a negative impact on your job/studies.
74.40% 7.70% 11.50% 5.10% 1.30%

71. Reliability Statistics on the effect of Instagram
How is it measured?
Cronbach's alpha is a measure of internal consistency, that is, how closely
related a set of items are as a group. It is considered to be a measure of scale
reliability. A "high" value for alpha does not imply that the measure is
unidimensional.
Addiction of Instagram:
Cronbach’s Alpha = .806
Number of Items = 6
 This shows that the items measuring the addiction of Instagram are
statistically reliable.

72. Rosenberg Self-Esteem Scale
Items
Strongly
Disagree
Slightly
Disagree
Disagree
Neither
Disagree or
Agree
Agree
Slightly
Agree
Strongly
Agree
1- In most ways my life is
close to my ideal.
3.20% 9.60% 7.70% 19.20% 28.20% 24.40% 7.70%
2- The conditions of my
life are excellent.
5.10% 9.60% 3.20% 12.80% 31.40% 23.70% 14.10%
3- I am satisfied with my
life.
3.20% 6.40% 6.40% 9% 41.70% 18.60% 14.70%
4- So far, I have gotten the
important things I want in
life.
5.10% 9.60% 6.40% 11.50% 32.70% 19.90% 14.70%
5- If I could live my life
over, I would change
almost nothing.
12.20% 16.70% 15.40% 5.80% 16% 22.40% 11.50%

73. Cont.
Self-esteem scale
Cronbach’s Alpha = .775
Number of Items = 5
There are 5 items measuring life satisfaction with Cronbach’s Alpha = 0.775 >
0.7. This indicates that the items measuring Life satisfaction of the respondents
are statistically reliable.

74. CORRELATIONS

75. • There is negative relationship
between the effect of Instagram
and life satisfaction.
• The plot is moving slightly to the
high side of the graph.
• This means that when people are
more satisfied with their life, the
effect of Instagram will daintily
decrease.

76. • There is a slight positive relationship
between the effect of Instagram and
self- esteem.
• The plots moving slightly from the
high side of the graph to the low
side on the x axis.
• This means that when people of
high esteem are less likely to get
addicted to Instagram.

77. CONCLUSION

78. Instagram and Facebook launched new tools to control the time spent online.
Daily Usage Reminder Mute NotificationsActivity Dashboard

79. Sean Parker, Facebook’s founding president,
has admitted that the product works by
“exploiting a vulnerability in human
psychology”. (The Economist, 2018)

80. RESEARCH QUESTION:
Does Instagram addiction have a significant effect on consumer behavior and
consumer decisions?
HYPOTHESIS:
The behavioral addiction of Instagram affects Self Esteem and the Life
Satisfaction of consumers.

81. What we did…
• Understand and examine the behavioral addiction while shedding the light
on what drives this addiction such as life satisfaction and self-esteem.
• Social media is fundamentally linked to consumers choices nowadays.
• Self-esteem and Life Satisfaction are major factors that affect buying
decisions.
• Brands use Instagram to reach a bigger market to convince people of their
products by focusing on consumers self-esteem and life satisfaction.

82. • The Null hypothesis was not rejected at a 0.05 level significance.
• The Demographic information of the respondent is somewhat unrelated to
online shopping on Instagram.
• Age is a big influence on SNS preference.
• There is a weak negative correlation between the effect of Instagram and Life
Satisfaction, meaning that the more people are satisfied with their life, the
less they tend to spend time on Instagram.

83. Limitations
• Sample size
• Lack of diversity in sample
• Geographic limitations
• Availability of participants
• Data collection process
• Time constraints
• Word count

84. Further Research Suggestions:
• Neuromarketing
• Consumer behavior & buying decisions
• Relationship between shopping and
Instagram
• Bigger scale survey for better results
• Advertising and marketing agencies
• PHD Thesis
 hypothesis could be revealed and studied
further.

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