Segmentation, Motivation, and Management in Instagram Users

Mauricio Carvache-Franco (), Wilmer Carvache-Franco (), Orly Carvache-Franco and Josue Pincay-Quiroz ()
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Mauricio Carvache-Franco: Universidad Bolivariana del Ecuador
Wilmer Carvache-Franco: Escuela Superior Politécnica del Litoral, ESPOL. Facultad de Ciencias Sociales y Humanísticas
Orly Carvache-Franco: Universidad Espíritu Santo
Josue Pincay-Quiroz: Universidad Bolivariana del Ecuador

Chapter Chapter 16 in New Perspectives in Economics and Management, Vol 1, 2026, pp 231-242 from Springer

Abstract: Abstract 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.

Keywords: Instagram; Motivations; Segmentation; Social Media; Management (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-29260-5_16

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