Why do people post Instagram stories? : a qualitative study of regular Instagram users in Bangkok, Thailand

Name: Nutnicha Keerakiatwong

LCSH: Online social networks

LCSH: Social media -- Thailand

Abstract: It is evident that social media is an outlet people use to present themselves. With the Affordances Theory, all social media platforms are known to possess characteristics that accommodate self-presentation. The feature Instagram Story has become used for that purpose. The platform possesses different attributes that contribute to its rise of popularity. This paper attempts to understand Instagram Story and its uniqueness in the context of self-presentation among the users. Relying on classical theories of self-presentation, the paper discusses the reasoning behind self-presentation. It also studies the attributes of Instagram Story with the Affordances Theory as the framework. The findings obtained are from an exploratory study of 20 daily active Instagram Story users. The results suggest that the users' perception and their use of Instagram Story vary depending on the personality and the reasons to self-present.

Mahidol University. Mahidol University Library and Knowledge Center

Address: NAKHONPATHOM

Email: liwww@mahidol.ac.th

Name: Viriya Taecharungroj

Role: Thesis Advisors

Name: Dopping, Jesper

Role: Thesis Advisors

Created: 2021

Modified: 2025-05-29

Issued: 2025-05-29

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Mahidol University

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