تحلیلی از هدف های استفاده کنندگان اینستاگرام با استفاده از مصاحبه نردبانی و تکنیک ACV (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
شبکه اجتماعی اینستاگرام به عنوان یکی از پرطرفدار ترین پلتفرم های دیجیتال است؛ از این رو این رسانه اجتماعی با درک کامل هدف ها و انگیزه های مختلف کاربران اهمیت فراوانی دارد و لازم است که فهم جامع و شفافی نسبت به آن وجود داشته باشد. پژوهش حاضر حاصل یک پژوهش کیفی است که هدفی کاربردی دارد و در آن محققان به صورت گلوله برفی و تا اشباع نظری ۲۶ نفر از کاربران اینستاگرام را که روزانه حداقل ۲ ساعت از وقت خود را در این شبکه اجتماعی می گذارند، مطالعه کردند. برای این پژوهش از روش مصاحبه نردبانی و زنجیره وسیله–هدف در راستای استخراج نقشه های ذهنی مخاطبان استفاده و نتایج به صورت ۷ ویژگی، ۱۴ کارکرد و ۷ ارزش در قالب نردبان های مختلف گزارش شده است. پرتکرارترین ویژگی اینستاگرام از نگاه مخاطبان دردسترس بودن شناخته شد و مفرح بودن نیز پرتکرارترین کارکرد به دست آمده از نتایج این پژوهش بود و تطابق اجتماعی نیز در بخش ارزش ها بیشترین تکرار را داشت. نتایج پژوهش حاضر نشان می دهد که اینستاگرام یک پلتفرم اجتماعی ویژه با طیف متنوعی از ویژگی هاست که برای همگان امکان برقراری ارتباطات اجتماعی و به اشتراک گذاری محتوا را فراهم می کند. اینستاگرام ضمن ایجاد احساس مفرح کیفیت ارتباطات را ارتقا می دهد و می توان گفت که ارزش های چندگانه ای از قبیل قدرت تأثیرگذاری، آرامش روانی، آزادی، آسایش و موفقیت را برای کاربران خود به ارمغان می آورد. نتایج این پژوهش می تواند به شرکت ها و کسب وکارها کمک کند تا بهترین استراتژی ها و رویکردها را برای جذب و نگهداشت کاربران اینستاگرام شناسایی کنند. همچنین، نتایج مطالعه می تواند به بهبود طراحی و توسعه اینستاگرام و سایر پلتفرم های اجتماعی مشابه کمک کند.Exploring Instagram User Motivations: An Analysis Using the Laddering Interview and ACV Technique
Instagram is widely recognized as one of the most popular digital platforms. Therefore, it is crucial to gain a comprehensive understanding of the goals and motivations of its users in order to effectively engage with this social media. This article presented the findings of a qualitative research study aimed at examining 26 Instagram users, who dedicated a minimum of 2 hours per day to the platform. The researchers employed the laddering interview method and means-end chain analysis to uncover the participants’ mental maps, resulting in the identification of 7 features, 14 functions, and 7 values represented by distinct ladders. According to the audience's perspectives, the most prominent feature of Instagram was its availability, while the most prevalent function derived from the research was the aspect of enjoyment. Furthermore, social compatibility emerged as the predominant value among the participants. These research outcomes highlighted Instagram as a distinctive social platform offering a diverse range of features that facilitated social connections and content sharing. By fostering a sense of amusement, Instagram enhanced communication quality and provided users with multiple values, including the ability to exert influence, mental tranquility, freedom, comfort, and success. The findings of this research held significant implications for companies and businesses seeking to formulate effective strategies and approaches to attract and retain Instagram users. Additionally, these study results could inform enhancement of design and development practices, not only for Instagram, but also for similar social platforms. Introduction:In today's era of communication, social networks, particularly Instagram, play a pivotal role in facilitating human connections and sharing of life experiences. With its visually appealing interface, Instagram has attracted a diverse user base, providing a digital platform for sharing photos and videos, social interactions, and exploration of various aspects of life. However, the growing prevalence of social networks raises questions about users' objectives and needs, making this a matter of scientific inquiry.This research aimed to analyze Instagram users’ goals through ladder and chain goal-directed interviews. Despite its widespread popularity, understanding users’ diverse intentions remains a challenge. Users utilize Instagram for various purposes, such as connecting with peers, sharing content, or promoting businesses. Therefore, gaining a precise understanding of users' goals is crucial for improving the platform and formulating effective marketing strategies.Understanding users' needs not only helps Instagram managers refine the platform design and functionality, but also benefits businesses in crafting targeted marketing approaches. Furthermore, this research contributed to the fields of social and psychological sciences by enhancing our understanding of Instagram users' motivations. Additionally, it assisted software developers in enhancing the overall user experience. In conclusion, conducting a comprehensive analysis of Instagram users' goals was of utmost importance and ladder and chain goal-directed interviews served as effective research tools for achieving this objective. MethodologyThe primary objective of this research was to conduct a comprehensive analysis of Instagram users' goals utilizing qualitative research techniques. Ladder interviews were employed as the primary method for gathering the participants' mental maps. These interviews offered a structured approach to data collection, yielding outputs that were concise, comprehensive, and easily comprehensible. The methodology section provided a detailed overview of the research process, encompassing the paradigm, research orientation, approach, tint, type, and strategy, all of which fell under the qualitative category, and employed ladder interviews for data collection.The study focused on Instagram users, who spent a minimum of two hours daily on the platform. Purposive sampling was utilized, resulting in a sample size of 26 individuals. Semi-structured interviews were conducted to gather the necessary data. The interview process consisted of three steps: participant selection, interviews based on chain goal-directed techniques, and data analysis. The participants' responses were organized into ladder formats, which encompassed features, functions, and values, facilitating a more profound analysis.Data analysis culminated in the creation of final maps by amalgamating the individual mental maps. To ensure validity, member checking was employed, while reliability was established through consistent interview protocols and comparison of final maps, achieving a high alignment rate of over 80%. Overall, this study employed ladder interviews to comprehensively explore Instagram users’ motivations, providing valuable insights into their goals and behaviors on the platform. Findings This study delved into Instagram user experience by utilizing laddering interviews and presented its findings across 4 distinct categories: attributes, consequences, values, and communication structures. Attributes:The fundamental attributes of Instagram encompassed public accessibility, visual capacity, personal content creation, ease of use, information sourcing, cost-free usage, and minimal control. These attributes represented the inherent characteristics and functioning of the platform. Consequences:The consequences arising from these attributes included fostering enjoyment and delight, exerting influence and predictability over others, facilitating enhanced interactions, promoting widespread usage, sharing moments of happiness, providing entertainment, staying updated, delivering information, presenting a favorable social image, and gaining social recognition. Values:The values derived by Instagram users from the platform encompassed social alignment, empowerment, social significance, psychological tranquility, freedom, comfort, and achievement. These values epitomized the ultimate goals and meaningful outcomes that users associated with their Instagram experience. Communication Structures:These structures elucidated the interrelationships among attributes, consequences, and values. The connections could be vertical or horizontal, elucidating how attributes related to consequences, consequences to values, and values to other values. Key communication structures included the correlation between personal content creation and sharing of happiness, association of visual capacity with entertainment, and the link between enhanced interactions and achievement.Overall, this study provided a comprehensive understanding of Instagram user experience, encompassing product attributes, consequential outcomes, and the interconnectedness between these various levels. ConclusionThis article presented the findings of a study, which examined Instagram users’ objectives through laddering interviews and the ACV technique, focusing on the platform attributes, functions, and values. The analysis revealed that Instagram offered a range of appealing features that attracted users, including public accessibility, visual capability, personal content creation, and ease of use. It also provided enhanced communication, widespread usage, and the ability to control and predict others' behavior, which kept users engaged and up-to-date.Instagram is distinguished by its emphasis on image and video sharing, fostering strong visual connections among users. It empowers creativity and personal expression by allowing users to create and share their own content. The platform is user-friendly, offering practical tools for interaction and content sharing. Additionally, it serves as a valuable source of diverse information, although users have limited control over the displayed content due to the influence of algorithms. While Instagram is free to use, there are some premium features that require payment.The functions of the platform extend beyond entertainment; they facilitate communication and enable global connections. Users can follow others to gain insights into their lives, thereby enhancing social interactions. Instagram provides a platform for showcasing skills and talents, offering growth opportunities to its users. It also promotes freedom of expression and serves as a channel for global news and events.However, it is important to acknowledge the risks and limitations associated with Instagram usage, such as limited control over content, the potential for addiction, privacy concerns, and algorithmic instability. To ensure a positive experience, users are advised to approach Instagram with awareness and practice responsible management of their usage.
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