Segmentation, Motivation, and Management in Instagram Users

Carvache-Franco M.; Carvache-Franco W.; Carvache-Franco O.; Pincay-Quiroz J. · Springer Proceedings in Business and Economics (2026) · DOI: 10.1007/978-3-032-29260-5_16

Resumen

Millions of Internet users engage with social media, particularly Instagram. This investigation seeks to determine the motivations and segmentation of Instagram users as a social network and examine the relationship between users and satisfaction variables. An online survey served as the primary data collection method, engaging a total of 369 respondents. Data analysis was performed using factor analysis, the K-means segmentation method, and the chi-square test. Four motivational dimensions for Instagram use were identified: “Curiosity, Creativity, and Documentation,” “Self-Expression,” “Socialization,” and “Recreation.” Additionally, three distinct user segments were identified: “Enthusiasts,” “Spectators,” and “Passive Users,” with enthusiasts being the most satisfied and loyal to the platform. This research provides valuable insights for businesses that use Instagram as a communication, sales, and marketing channel. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad ESAN