Title: Instagram techno-entrepreneurial innovation: Gen Z self-learning motives in social media

Authors: Z. Hidayat; Debra Hidayat; Yopie Novriansyah

Addresses: Communication Science Department, BINUS Graduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' Communication Science Department, BINUS Graduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' Communication Science Department, BINUS Graduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia

Abstract: Social media such as Instagram can be seen as a social learning channel to build techno entrepreneurship. This study aims to examine Generation Z motivation factors to use Instagram. The survey was conducted in Jakarta by 278 young people respondents as representatives of high school and college students. The independent variables, such as peer groups, self-presentation or narcissism, commercial benefits, entertainment, and cultural identity, were examined for their influence on self-learning behaviour. The results showed that some of the dominant variables were commercial benefits in income to promote various products, brands, and ideas. Gen Z members either use their business opportunities or opt to work as influencers. Self-presentation was significant and even tended to border on narcissism, where peer groups were also relevant. The need for entertainment was a significant influence on behaviour, while cultural identity was not. Gen Z was engaged as a techno-entrepreneur using Instagram as an innovative online social learning platform to learn independently.

Keywords: generation Z; Instagram; online behaviour; self-learning; social media; techno-entrepreneur.

DOI: 10.1504/IJIIE.2022.10049525

International Journal of Innovation in Education, 2022 Vol.7 No.3/4, pp.162 - 182

Received: 25 Mar 2021
Accepted: 24 Aug 2021

Published online: 09 Sep 2022 *

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