A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use

Although Instagram is one of the fastest growing social media, scholars are yet to examine cultural differences among users' behavior. The current study compares motives for Instagram use between participants from two countries: Croatia, a highly collectivistic culture, and the United States, a typically individualist culture. Specifically, it examines the relationship between motives and behavioral outcomes of use (time spent on Instagram, the frequency of hashtagging, and the number of Instagram followers). Findings reveal that while motivations behind Instagram use do not vary across cultures, different forms of gratification determine how Instagram is used, and how culture moderates these relationships. Croatian students' Instagram use reflects collectivist tendencies, primarily social interaction. American students' use of Instagram reflects individualistic trends, namely self-promotion and documentation. In addition, American students' self-promotion gratifications are significantly related to the amount of time spent on Instagram, although this effect is not apparent among Croatian students. While American students are inclined to use hashtags for documentation, Croatian participants tend to use hashtags for other reasons, including self-promotion, social interaction, and creativity.