.11**

.16***

AC (в)

.13***

.05

.02

-.01

CO (в)

.09*

.02

-.10**

-.05

TR (в)

-.04

-.02

.06

-.03

RІ

.12

.07

.03

.03

*р<0.05; ** р<0.01; *** р<0.001;

в - standardized regression equation coefficients;

RІ - dispersion ratio.

Finally, Pearson correlational analysis and multiple regression analysis was conducted in order to find answers on the send research question.

RQ 2: How does motives of Instagram use, intensity of Instagram use, Instagram involvement influence on self-esteem among males and females?

Pearson correlations between self-esteem and Instagram behavior scales were examined, to make a step forward answering the second research question (Table 10). Also, the filter by gender was applied (Tables 11, 12).

General self-esteem was significantly positively correlated with “Active” motive of Instagram use (.08*), and negatively associated with Instagram involvement (-.11**) and Instagram intensity (-.12**).

Besides key results, it was reported that Instagram intensity was positively significantly related to “Active” (.25**) and “Passive” (.28**) motives of Instagram use, also Instagram involvement was associated with motives of Instagram use - “Active” (.35**) and “Passive” (.38**). Additionally, Instagram involvement and intensity related to each other (.76**).

Table 10 - Correlations between Self-esteem and motives of Instagram use (“Active” and “Passive”), intensity of Instagram use and Instagram involvement (N=940)

	Self-Esteem	Instagram intensity	Instagram involvement
“Active”	.08*	.25**	.35**
“Passive”	-.04	.28**	.38**
Instagram involvement	- .11**	.76**	1
Instagram intensity	-.12**	1	.76**
*p<0.05; **p<0.01



Speaking about correlations for male sample, Self-esteem has no significant correlations with motives of Instagram use, however there are significant negative associations among male`s self-esteem and Instagram intensity (-.44**) and Instagram involvement (-.39**). (Table 10)

Also, as it is presented in the Table 10, Instagram intensity for male`s sample positively correlated with “Passive” motive (.32**) and Instagram involvement Positively related to both types of Instagram use motivation - “Active” (.38**) and “Passive” (.51**).

Table 11 - Correlations between Self-esteem and motives of Instagram use and intensity of Instagram use and Instagram involvement (male) (N=70)

	Self-Esteem	Instagram intensity	Instagram involvement
“Active”	.06	.22	.38**
“Passive”	-.16	.32**	.51**
Instagram intensity	-.44**	1	.74**
Instagram involvement	-.39**	.74**	1
*p<0.05; **p<0.01

As it can be seen on Table 11, female`s self-esteem positively associated with “Active” motive for Instagram use (.11**). The other scales of Instagram behavior in context of self-esteem are non-significant.

Instagram intensity and Instagram involvement are associated with both “Active” and “Passive” motives of Instagram use.

Table 12 - Correlations between Self-esteem and motives of Instagram use and intensity of Instagram use and Instagram involvement (female) (N=870)

	Self-Esteem	Instagram intensity	Instagram involvement
“Active”	.11**	.24**	.33**
“Passive”	-.00	.27**	.35**
Instagram intensity	-.05	1	.75**
Instagram involvement	-.04	.75**	1
*p<0.05; **p<0.01



To test indicators of Instagram behavior (motives, Instagram intensity and Instagram involvement) as predictors of self-esteem, multiple regression analysis was conducted for general, male and female samples (Table 13, 14, 15).

“Active” motive of Instagram use appeared to be a significant predictor for self-esteem in accordance to general (.10**; RІ = .01) and female (.12**; RІ = .01) sample. “Passive” motive is negatively associated with self-esteem for general sample (-.07*; RІ = .01), but for male and female sample separately the relationship is non-significant (Table 13).

Table 13. Multiple regression analysis of motives of Instagram use on Self-esteem

	Self-Esteem	Self-Esteem (male)	Self-Esteem (female)
“Active” (в)	.10**	.13	.12**
“Passive” (в)	-.07*	-.20	-.04
RІ	.01	.04	.01

*р<0.05; ** р<0.01; *** р<0.001;

в - standardized regression equation coefficients;

RІ - dispersion ratio

Instagram intensity negatively influence on self-esteem of general (-.12***; RІ = .01) and male (-.44***; RІ = .19) sample. The association for female sample is non-significant (Table 14).

Table 14. Multiple regression analysis of intensity of Instagram use on Self-esteem

Table 14. Multiple regression analysis of intensity of Instagram use on Self-esteem
	Self-Esteem	Self-Esteem (male)	Self-Esteem (female)
Instagram intensity (в)	-.12***	-.44***	-.05
RІ	.01	.19	.00
*р<0.05; ** р<0.01; *** р<0.001; в - standardized regression equation coefficients; RІ - dispersion ratio.



Instagram involvement is negatively associated with self-esteem in accordance to general (-.11**, RІ = .01) and male (-.39**, RІ = .15) sample (Table 15).

Table 15. Multiple regression analysis of Instagram involvement on Self-esteem

Table 15. Multiple regression analysis of Instagram involvement on Self-esteem
	Self-Esteem	Self-Esteem (male)	Self-Esteem (female)
Instagram involvement (в)	-.11**	-.39**	-.04
RІ	.01	.15	.00
*р<0.05; ** р<0.01; *** р<0.001; в - standardized regression equation coefficients; RІ - dispersion ratio.



CHAPTER IV: Discussion

H1: Motives of Instagram behavior, Instagram intensity, Instagram involvement are higher among female sample.

According to the results, the meanings by scales “Instagram intensity”, “Instagram involvement” and both of Instagram use motives, were found to be higher among female sample than for male. This means that women, on average, are more prone to frequent use of Instagram and involvement to the community of this SNS. In addition, meanings of both types of Instagram use motivation - “Passive” (observation) and “Active” (interacting) are more expressed for females, than for males. These results are not surprising: it was reported, women are more involved in SNS use than men [Kisilevich et. al (2011, Tifferet, 2019]. Also, it was noted in previous studies, that type of female`s behavior in Internet differs from that of men [Tifferet, 2019] - women are more active publishers and actors than men. These facts served as a basis of Hypothesis 1, which was finally confirmed.

H2: High number of Instagram followers positively influence female self-esteem.

Though there have been no significant relations found between scales of Instagram behavior (motives of Instagram use, Instagram intensity, Instagram involvement), self-esteem and the number of Instagram followers on the first step of analysis, multiple regression analysis revealed that follower`s number is a predictor for female self-esteem (.12***). These results are consistent with previous studies: Tazghini and Siedlecki haven`t found significant relations between self-esteem and number of friends, Lui & Baumeister reported in their meta-analysis, those with high self-esteem are inclined to having more friends in SNS. But their study didn`t provide any information about gender differences. Results of the present study contradict to those, reported by Lee et. al (2012) and O`Sullivan (2017), who claimed number of friends in SNS to be related to low self-esteem .

Kisilevich et. al reports than women are more than man care about who their friends are and, according to the results got on Russian sample, have more friends in SNS compare to men. Also, women are prone to use relational aspect of SNS, this presumably causes the significant relation of women`s self-esteem and number of Instagram followers.

However, it`s important to outline the specific of Instagram among other SNS as a visual-based social network. A special feature of Instagram, according to Marcus (2015) is self-promotion. Instagram users are centered on self-promotion, but not on maintaining relationships. Kisilevich et. al (2011) mentioned about Russian women`s tension to claim about themselves and disclose more, in comparison to males (according to the study made in 2011 on the base of SNS called “MySpace”). Also, it was pointed out, that physical attractiveness is an important, culturally conditioned, part of women`s life in Russia, where it values a lot [Azhgikhina, Goscilo, 1996; Kisilevich et. al, 2011]. Thus, the connection of self-esteem to the number of followers, could be explained by women`s tension to be evaluated.

However, there is not enough research particularly about Instagram has been conducted, to claim for sure about the nature of gender differences in terms of Instagram behavior.

Thus, Hypothesis 2 was approved. Though, dispersion ratio (RІ = .02) is not high enough to claim that this interconnection is widely applicable.

RQ 1: Do basic human values predict motives of Instagram use, intensity of Instagram use, Instagram Involvement?

Though there were very few studies on the topic, all of them approve the connection of Hedonism with SNS use [Brannback et. al, 2017], particularly Instagram [Kalimeri et. al, 2019], no wonder Hedonism demonstrates the most significant meanings. Hedonism refers to human`s pursuit to pleasure.

Active” motive of Instagram use is positively predicted by Benevolence, Self-determination, Hedonism, Achievement and Conformity.”Passive” motive is positively predicted by Benevolence, Universalism and Hedonism, and negatively by Self-determination.

The curious finding is that Self-determination positively influence on “Active”, but negatively to “Passive” motive as well as Instagram intensity (time spent, using the app). Self-determination refers to independent thinking and freedom of choice, presumably this provides the differences between the two types of motivation. Additionally, Self-determination is driven by the biological need for self-regulation and self-control, which can lead to intensive SNS use and even addiction.

Also, besides possessing positive interrelation with Hedonism and negative with Self- determination, Instagram intensity is negatively connected to Conformity. It`s interesting to mention, that “Active” motive was found to be positively connected to Conformity. The main motivational goal of Conformity is to counteract those factors that can disrupt order in society or contradict social expectations. Thus, it can be concluded, that those who strive to follow social expectations are tend to possess “Active” motive to use Instagram, though tend to reduce time of Instagram use.

RQ 2: How does motives of Instagram use, intensity of Instagram use, Instagram involvement influence on self-esteem among males and females?

It turned out, that all the scales of Instagram behavior and motives of Instagram use somehow influence on self-esteem (general sample).

To begin with, according to the present research, “Active” motive positively influence self-esteem, whereas “Passive” motive - negatively. These findings are going to be discussed step by step.

Phenomenon of “Active” type of SNS use was fragmentary described in the previous studies. Valkenburg & Peter (2011), reported that in context of rich-get-richer hypothesis, people high in self-esteem are inclined to SNS use, share positive information about themselves and get positive feedback, which further boost their self-esteem. This assumption meets our following finding: “Active” motive of Instagram use is a predictor of high self-esteem (general sample and female sample). It`s not surprisingly, that this finding touches upon women`s part of the sample due to a number of Internet behavior features that will be described further.

Speaking about Instagram particularly, the app allows to give real-time feedback without any delay and difficulty - user should just double tap the picture, to give “like” to a person. The more active you are - the more likes you will receive. Additionally, Instagram is a platform, where users post the image of themselves, particularly “selfies”. Research notes that “selfies” are a predictor of high self-esteem [Gilbert, 2014].

According to the present study, the effect was found for general and for female sample. Barker (2009) noticed that females are more likely to express themselves in SNS, by interacting with friends, posting photos, etc. Males are more inclined to search for information or observe others. Also, women are much more prone to self-disclosure as well as they seek for social approval [Kisilevich et.al, 2011]. Thus, women, in comparison to men, are more inclined to possessing “Active” motive and the connection of female`s self-esteem and “Active” motive empirically justified.

However, these facts were not approved for the male`s sample. I suppose, that is can be connected with gender differences in SNS use. As it was mentioned above, women are tend to interact in SNS (“Active” motive in the outline of the present study), though males are tend to search information and observe (“Passive” motive in the outline of the present study) [Tifferet, 2019]. Although there were not any evidences of male`s motivation character in the outline of the present study.

In contrast, “Passive” motive negatively influences one`s self-esteem. Presumably, this effect is caused by upward social comparison [de Vries et. al, 2015]. When one use Instagram just to observe, get information about other people`s lives he/she will definitely get the impression that others are doing better. This socio-psychological phenomenon facilitates self-esteem decrease. However, the effect wasn`t found while analyzing separately male`s or female`s sample.

Speaking about involvement in Instagram and intensity of Instagram use - these phenomena appeared to be negative influencers on self-esteem for both general and male`s samples. Blanchnio (2016) and Valkenburg (2017) noted that when the SNS use comes to be very intensive, it causes low self-esteem. Though both of the studies were conducted using information about Facebook users, the results are supported by the present study. I suppose, that the negative interconnection of Instagram involvement with self-esteem may be the consequence of social upward comparison [de Vries et. al, 2015] - the more a person identifies him/herself with Instagram community the more he/she prone to compare him/herself with the society members. However, there was no significant correlation found for female`s sample.

It is interesting to mention, that there are differences in significant correlations between self-esteem and scales of Instagram behavior in accordance with gender. Also, observations about Instagram involvement and Instagram intensity were not significant for the female`s sample. It can be seen, there are a few studies have been conducted on the topic, however there is lack of information about gender differences in the context of self-esteem and Internet behavior, as well as studies devoted to Instagram particularly.



Conclusion

Summing up, it is important to note that results are found to be congruent to those, got during previous research. However, there are also new theoretical findings that haven't been mentioned before.

The study concludes that, on average, women, in comparison to men, are more involved in Instagram behavior and the number of Instagram followers affects their self-esteem. Also, there were found gender differences in interconnection of Instagram behavior and motives of its use to self-esteem. While, according to the study results, “Active” Instagram motive positively affects women`s self-esteem, intensity of Instagram use and involvement into Instagram community negatively influence on male`s self-esteem. It`s important to mark, that dispersion ratio for men`s sample is much higher than for women`s. Also, there were found interconnections between basic human values, Instagram behavior (intensity, involvement) and motives of Instagram use.

These results have covered one of the missing parts of psychological theoretical knowledge of Social Network Sites use. The evidences of interconnection between self-esteem and Instagram behavior coincide with the theoretical framework of previous research, expanding the framework by introducing gender differences in the research outline. Whereas gained knowledge of interconnection among basic human values (Schwartz), Instagram behavior and motives of Instagram use is new impact to theoretical study of this area.

Additionally, there was a successful attempt to adopt questionnaires “Instagram motivation use” and “Instagram intensity” on Russian sample. The scales showed relatively high Cronbach`s alphas and can be used in future studies of Instagram behavior in Russia.

This study has made a step into better understanding of psychological predictors and outcomes of SNS behavior (particularly Instagram behavior) and motives of its use. Thus, these results may serve as a basis to further theoretical research on this field. Also, the knowledge may be practically applied while developing well-being programs for digital natives, whose life and work are companioned by SNS use (that have become the major hr-trend in corporate world during recent years). Moreover, the study may arouse the interest of those who use Instagram as a platform for professional development (marketing, modeling, fashion industry, retail, blogging, etc.) - as the study makes an attempt to better understanding of Instagram consumers.

Limitations and future research

However, there are a number of limitations in the research outline. To begin with, the sample is not gender homogeneous - 870 of females, 70 of males. Also, the sample is collected by posting in several SNS accounts (Vkontakte and Instagram), and the participants took part voluntarily. For the future research is better to control homogeneity the sample.

I suggest researchers to continue studying gender differences in the context of Instagram behavior and Instagram motivation, pay attention on effects of SNS to self-esteem. Also, it is highly important to study values of those who are involved in particular SNS activities - this will provide humanity with tools to control and correct SNS behavior, in order to avoid unwanted psychological consequences of SNS involvement.



Reference

Azhgikhina, N., & Goscilo, H. (1996). Getting under their skin! The beauty salon in Russian women's lives. Russia women culture, 94.

Barker, V. (2009). Older adolescents' motivations for social network site use: The influence of gender, group identity, and collective self-esteem. Cyberpsychology & behavior, 12(2), 209-213.

Bіachnio A, Przepiorka A, Pantic I (2016) Association between Facebook addiction, self-esteem and life satisfaction: A cross-sectional study. Computer Human Behavior, 55, 701-705.

Brдnnback, M., Nikou, S., & Bouwman, H. (2017). Value systems and intentions to interact in social media: The digital natives. Telematics and Informatics, 34(4), 365-381.

Bryant, J. A., Sanders-Jackson, A., & Smallwood, A. M. K. (2006). IMing, text messaging, and adolescent social networks. Journal of Computer-Mediated Communication, 11(2), 577-592.

Burke, M., & Develin, M. (2016). Once more with feeling: Supportive responses to social sharing on Facebook. In Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing, 1462-1474.

Chae, J. (2018). Reexamining the relationship between social media and happiness: The effects of various social media platforms on reconceptualized happiness. Telematics and Informatics, 35(6), 1656-1664.

Chen, J., Hsieh, G., Mahmud, J. U., & Nichols, J. (2014). Understanding individuals' personal values from social media word use. Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing (pp. 405-414). ACM.

Constine J. (2018). Instagram hits 1 billion monthly users, up from 800m in September. Retrieved from: https://techcrunch.com/2018/06/20/instagram-1-billion-users/

Crozier, W. R. (1981). Shyness and self-esteem. British Journal of Social Psychology.

Gross EF, Juvonen J, Gable SL. Internet use and well-being in adolescence. Journal of Social Issues 2002: 58:75-90.

Hills, M. D. (2002). Kluckhohn and Strodtbeck's values orientation theory. Online readings in psychology and culture, 4(4), 3.

Jackson, L. A., Zhao, Y., Witt, E. A., Fitzgerald, H. E., von Eye, A., & Harold, R. (2010). Self-concept, self-esteem, gender, race, and information technology use. CyberPsychology & Behavior, 12(4), 437-440.

Jonier R, Gavin J, Duffield J, et al. Gender, Internet identification, and Internet anxiety: correlates of Internet use. CyberPsychology & Behavior 2005; 8:371-76.

Kalimeri, K., Beirу, M. G., Delfino, M., Raleigh, R., & Cattuto, C. (2019). Predicting demographics, moral foundations, and human values from digital behaviours. Computers in Human Behavior, 92, 428-445.

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The public opinion quarterly, 37(4), 509-523.

Kisilevich, S., Ang, C. S., & Last, M. (2012). Large-scale analysis of self-disclosure patterns among online social networks users: A Russian context. Knowledge and Information Systems, 32(3), 609-628.

Krause, A. E., North, A. C., & Heritage, B. (2014). The uses and gratifications of using Facebook music listening applications. Computers in Human Behavior, 39, 71-77.

Kuehn, S. A. (1994). Computer mediated communication in instructional settings: A research agenda. Communication Education, 43, 171 - 183.

Leary, M. R. (1990). Responses to social exclusion: Social anxiety, jealousy, loneliness, depression, and low self-esteem. Journal of Social and Clinical Psychology, 9(2), 221-229.

Leary, M. R., & Baumeister, R. F. (2000). The nature and function of self-esteem: Sociometer theory. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 32, pp. 1-62). San Diego, CA: Academic.

Lebedeva, N. M., & Tatarko, A. N. (2007). Cultural Values and Development of the Society. М.: State University High School of Economics Publishing House.

Lebedeva, N., Osipova, K., & Cherkasova, L. (2012). Values and social capital as predictors of attitudes towards innovation. Higher School of Economics Research Paper No. WP BRP, 10.

Lee E (2012) Young, Black, and Connected: Facebook Usage among African American College Students. J Black Stud, 43: 336-354.

Lee, J.-E. R., Moore, D. C., Park, E.-A., & Park, S. G. (2012). Who wants to be ``friendrich''? Social compensatory friending on Facebook and the moderating role of public self-consciousness. Computers in Human Behavior, 28, 1036-1043.

Liu, D., & Baumeister, R. F. (2016). Social networking online and personality of self-worth: A meta-analysis. Journal of Research in Personality, 64, 79-89.

Lucas, K., & Sherry, J. L. (2004). Sex differences in video game play: a communication-based explanation. Communication Research, 31, 499-523.

March, E., & McBean, T. (2018). New evidence shows self-esteem moderates the relationship between narcissism and selfies. Personality and Individual Differences, 130, 107-111.

Marcus, S. R. (2015). Picturing' ourselves into being: assessing identity, sociality and visuality on Instagram. In Presented at the international communication association conference. Puerto Rico: San Juan.

Mehdizadeh, S. (2010). Self-presentation 2.0: Narcissism and self-esteem on.

Morry, M. M., Sucharyna, T. A., & Petty, S. K. (2018). Relationship social comparisons: Your facebook page affects my relationship and personal well-being. Computers in Human Behavior, 83, 140-167.

Mull, I. R., & Lee, S. (2014). “PIN” pointing the motivational dimensions behind Pinterest. Computers in Human Behavior, 33, 192-200.

O'Sullivan, A., & Hussain, Z. (2017). An exploratory study of Facebook intensity and its links to narcissism, stress, and self-esteem. Journal of Addictive Behaviors, Therapy & Rehabilitation.

Pang, H. (2018). Microblogging, friendship maintenance, and life satisfaction among university students: The mediatory role of online self-disclosure. Telematics and Informatics, 35(8), 2232-2241.

Papacharissi, Z., & Rubin, A. M. (2000). Predictors of Internet use. Journal of Broadcasting & Electronic Media, 44(2), 175-196.

Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155-167.

Pounders, K., Kowalczyk, C. M., & Stowers, K. (2016). Insight into the motivation of selfie postings: impression management and self-esteem. European Journal of Marketing, 50(9/10), 1879-1892.

Reinecke, L., & Trepte, S. (2014). Authenticity and well-being on social network sites: A two-wave longitudinal study on the effects of online authenticity and the positivity bias in SNS communication. Computers in Human Behavior, 30, 95-102.

Rosenberg М. Self-Esteem Scale // Measures of Social Psychological Attitudes / Ed.Robinson J.P., Shaver P.R. Ann Arbor: Institute for Social Research, 1972. P. 98-101.

Rosenthal-von der Pьtten, A. M., Hastall, M. R., Kцcher, S., Meske, C., Heinrich, T., Labrenz, F., & Ocklenburg, S. (2019). “Likes” as social rewards: Their role in online social comparison and decisions to like other People's selfies. Computers in Human Behavior, 92, 76-86.

Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in human behavior, 25(2), 578-586.

Schwartz, S. H. (2005). Basic human values: Their content and structure across countries. Valores e comportamento nas organizaзхes, 21-55.

Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online readings in Psychology and Culture, 2(1), 11.

Sergeeva J. (2018) Social network sites in 2018. Global study. Retrieved from: https://www.web-canape.ru/business/socialnye-seti-v-2018-godu-globalnoe-issledovanie/

Shchebetenko, S. (2019). Do personality characteristics explain the associations between self-esteem and online social networking behaviour?. Computers in Human Behavior, 91, 17-23.

Sheldon, P. (2008). The relationship between unwillingness to communicate and students' Facebook use. Journal of Media Psychology, 20, 67-75.

Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in human Behavior, 58, 89-97.

Socialbakers. (2019). Most Important Social Media Trends to Remember in 2019. Retrieved from: https://www.socialbakers.com/social-media-content/studies/most-important-social-media-trends-to-remember-in-2019/

Sorokowski, P., Sorokowska, A., Oleszkiewicz, A., Frackowiak, T., Huk, A., & Pisanski, K. (2015). Selfie posting behaviors are associated with narcissism among men. Personality and Individual Differences, 85, 123-127.

Spitzberg, G. H. (2006). Preliminary development of a model and a measure of computer-mediated communication (CMC) competence. Journal of Computer Mediated Communication, 11, 629-666.

Stapleton, P., Luiz, G., & Chatwin, H. (2017). Generation validation: the role of social comparison in use of Instagram among emerging adults. Cyberpsychology, Behavior, and Social Networking, 20(3), 142-149.

Steinfield, C., Ellison, N. B., & Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29, 434-445.

Tazghini, S., & Siedlecki, K. L. (2013). A mixed method approach to examining Facebook use and its relationship to self-esteem. Computers in Human Behavior, 29(3), 827-832.

Tifferet, S. (2018). Gender differences in privacy tendencies on social network sites: A meta-analysis. Computers in Human Behavior.

Valkenburg, P. M., & Peter, J. (2011). Online communication among adolescents: An integrated model of its attraction, opportunities, and risks. Journal of Adolescent Health, 48(2), 121-127.

Valkenburg, P. M., Koutamanis, M., & Vossen, H. G. (2017). The concurrent and longitudinal relationships between adolescents' use of social network sites and their social self-esteem. Computers in human behavior, 76, 35-41.

Verduyn, P., Ybarra, O., Rйsibois, M., Jonides, J., & Kross, E. (2017). Do social network sites enhance or undermine subjective well?being? A critical review. Social Issues and Policy Review, 11(1), 274-302.

de Vries D, Kьhne R. (2015). Facebook and self-perception: Individual susceptibility to negative social comparison on Facebook. Personal Individual Differences, 86: 217-221.

Walsh, B. (2017). Rewriting the Rules for the Digital Age 2017: Deloitte Global Human Capital Trends. Deloitte University Press.

Youyou, W., Kosinski, M., & Stillwell, D. (2015). Computer-based personality judgments are more accurate than those made by humans. Proceedings of the National Academy of Sciences, 112, 1036-1040.



Appendix A

Table 4. Motivation of Instagram usage - Primary factor analysis

	Loading
Factor 1 - Active
Я использую социальную сеть Instagram, чтобы поделиться событиями из своей жизни с другими людьми.	.75
Я использую социальную сеть Instagram, чтобы изобразить мою жизнь через фотографии.	.75
Я использую социальную сеть Instagram, чтобы увековечить память о событии.	.73
Я использую социальную сеть Instagram, чтобы мои друзья увидели, какие новые события произошли в моей жизни.	.72
Я использую социальную сеть Instagram, чтобы запечатлеть мир вокруг меня.	.70
Я использую социальную сеть Instagram, чтобы запомнить особые события.	.68
Я использую социальную сеть Instagram, чтобы демонстрировать свои навыки фотографии.	.60
Я использую социальную сеть Instagram, чтобы запомнить что-то важное.	.59
Я использую социальную сеть Instagram, чтобы стать популярным.	.54
Я использую социальную сеть Instagram, чтобы создавать искусство.	.52
Я использую социальную сеть Instagram, потому что это круто.	.50
Я использую социальную сеть Instagram, чтобы продвигать себя.	.49
Я использую социальную сеть Instagram, чтобы общаться с моими друзьями.	.45
Я использую социальную сеть Instagram, чтобы найти людей, с которыми у меня есть общие интересы.	.45
Я использую социальную сеть Instagram, потому что это весело.	.42
Factor 2 - Passive
Я использую социальную сеть Instagram, чтобы просматривать посты других людей.	.67
Я использую социальную сеть Instagram, чтобы видеть, чем делятся другие люди.	.66
Я использую социальную сеть Instagram, чтобы быть подписанным на обновления (фолловить) моих друзей.	.61
Я использую социальную сеть Instagram, чтобы "лайкать" фото людей, на которых я подписан(а).	.57
Я использую социальную сеть Instagram, чтобы следить за "визуальными обновлениями статуса" моих друзей.	.49



Appendix B

Почему мы используем социальную сеть "Instagram"?

Добрый день!

Спасибо, что согласились принять участие в исследовании. Оно займет у Вас не более 10 минут и направлено на изучение мотивации к использованию социальной сети "Instagram".

ВНИМАНИЕ: если у вас нет аккаунта в социальной сети Instagram, пожалуйста, не проходите исследование.

Пожалуйста, отвечайте искренне, не пропуская ни одного вопроса. Помните, что правильных или неправильных ответов не существует. Участие анонимное, все полученные данные будут обрабатываться в обобщенном виде.



2. Ниже приведены описания некоторых людей. Пожалуйста, прочитайте каждое описание и подумайте, насколько каждый человек похож или не похож на Вас.



3. Ниже представлены вопросы и утверждения о Вашем использовании социальной сети Instagram. Пожалуйста, дайте краткий ответ, выберете из вариантов или оцените варианты по шкале "Совершенно НЕ согласен - совершенно согласен", где это необходимо.

Сколько подписчиков у Вас в Instagram?_____________

Примерно сколько времени в день, в среднем, Вы провели в Instagram на прошлой неделе?

· Меньше 10 минут

· 10-30 минут

· 31-60 минут

· 1-2 часа

· более 3 часов

Instagram - это часть моей повседневной деятельности
Совершенно не согласен	1	2	3	4	5	Совершенно согласен
Я горд(а) рассказывать людям о том, что я в Instagram
Совершенно не согласен	1	2	3	4	5	Совершенно согласен
Instagram стал частью распорядка моего дня
Совершенно не согласен	1	2	3	4	5	Совершенно согласен
Я чувствую себя оторванным от жизни, когда я не захожу в Instagram какое-то время
Совершенно не согласен	1	2	3	4	5	Совершенно согласен
Я чувствую себя частью сообщества Instagram
Совершенно не согласен	1	2	3	4	5	Совершенно согласен
Мне будет очень жаль, если Instagram прекратит работать (его заблокируют)
Совершенно не согласен	1	2	3	4	5	Совершенно согласен

4. Оцените, насколько часто Вы пользуетесь социальной сетью "Instagram" по следующим причинам?

	Никогда	Редко	Иногда	Часто	Всегда
Я использую социальную сеть Instagram, чтобы общаться с моими друзьями.
Я использую социальную сеть Instagram, чтобы следить за "визуальными обновлениями статуса" моих друзей.
Я использую социальную сеть Instagram, потому что это весело.
Я использую социальную сеть Instagram, чтобы быть подписанным на обновления (фолловить) моих друзей.
Я использую социальную сеть Instagram, чтобы видеть, чем делятся другие люди.
Я использую социальную сеть Instagram, чтобы "лайкать" фото людей, на которых я подписан(а).
Я использую социальную сеть Instagram, чтобы просматривать посты других людей.
Я использую социальную сеть Instagram, чтобы изобразить мою жизнь через фотографии.
Я использую социальную сеть Instagram, чтобы запомнить особые события.
Я использую социальную сеть Instagram, чтобы поделиться событиями из своей жизни с другими людьми.
Я использую социальную сеть Instagram, чтобы запечатлеть мир вокруг меня.
Я использую социальную сеть Instagram, чтобы увековечить память о событии.
Я использую социальную сеть Instagram, чтобы запомнить что-то важное.
Я использую социальную сеть Instagram, чтобы стать популярным.
Я использую социальную сеть Instagram, потому что это круто.
Я использую социальную сеть Instagram, чтобы продвигать себя.
Я использую социальную сеть Instagram, чтобы мои друзья увидели, какие новые события произошли в моей жизни.
Я использую социальную сеть Instagram, чтобы найти людей, с которыми у меня есть общие интересы.
Я использую социальную сеть Instagram, чтобы создавать искусство.
Я использую социальную сеть Instagram, чтобы демонстрировать свои навыки фотографии.

5. Пожалуйста, ответьте на следующие вопросы о себе:

a) Укажите Ваш пол:

· Мужской

· Женский

b) Укажите Ваш возраст (число полных лет)____________

c) Укажите Ваше образование

· Неполное среднее

· Среднее

· Среднее специальное

· Высшее

· Другое

d) Считаете ли Вы себя верующим или религиозным человеком?

· Определенно считаю верующим

· До какой-то степени считаю верующим

· Не считаю себя верующим

e) Как бы Вы оценили свое материальное положение?

· Едва сводим концы с концами, денег не хватает даже на продукты

· На продукты денег хватает, но покупка одежды вызывает финансовые затруднения

· Денег хватает на продукты и одежду, но покупка вещей длительного пользования (телевизора, холодильника) является проблемой

· Можем без труда покупать вещи длительного пользования, однако, дорогие вещи (автомобиль) приобретать для нас затруднительно

· Мы можем позволить себе достаточно дорогостоящие вещи (квартиру, дачу и др.)

Размещено на Allbest.ru