Title: Why do people post Instagram Stories?

Authors: Nutnicha Keerakiatwong; Viriya Taecharungroj; Jesper Döpping

Addresses: Mahidol University International College, 999 Phutthamonthon 4 Rd., Salaya, Nakhon Pathom, 73170, Thailand ' Mahidol University International College, 999 Phutthamonthon 4 Rd., Salaya, Nakhon Pathom, 73170, Thailand ' Mahidol University International College, 999 Phutthamonthon 4 Rd., Salaya, Nakhon Pathom, 73170, Thailand

Abstract: Instagram Story has now become a widely used feature for self-presentation. However, despite its popularity, limited research has addressed the Instagram Story concept. The research gaps that we aimed to fill included lack of in-depth understanding of the motives and self-presentation affordances that the platform offers to users. This research elucidates reasons why people post on Instagram Story and its characteristics and features that enhance self-presentation by highlighting input from 23 regular Instagram Story contributors in Bangkok, Thailand. The results determined that people used Instagram Story to connect with others of a similar disposition, to present their lifestyle, passion and values and as a means of archiving and recollecting past activities. This study also explains the affordances of Instagram Story and reinforces the current body of knowledge by highlighting the role of ephemerality and culture. We suggest brands to leverage Instagram Story and help users have fun, connect and shape their identities.

Keywords: Instagram Story; social media marketing; self-presentation; video marketing.

DOI: 10.1504/IJIMA.2023.131263

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.4, pp.410 - 428

Received: 14 May 2021
Accepted: 21 Mar 2022
Published online: 02 Jun 2023 *

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