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The everyday use of smartphones with high quality built-in cameras has lead to an increase in museum visitors' use of these devices to document and share their museum experiences. In this paper, we investigate how one particular photo sharing application, Instagram, is used to communicate visitors' experiences while visiting a museum of natural history. Based on an analysis of 222 instagrams created in the museum, as well as 14 interviews with the visitors who created them, we unpack the compositional resources and concerns contributing to the creation of instagrams in this particular context. By re-categorizing and re-configuring the museum environment, instagrammers work to construct their own narratives from their visits. These findings are then used to discuss what emerging multimedia practices imply for the visitors' engagement with and documentation of museum exhibits. Drawing upon these practices, we discuss the connection between online social media dialogue and the museum site.

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Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and uniqueness are crucial factors if a user is to be perceived as an opinion leader on Instagram. In addition, opinion leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.

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Algorithms are said to affect social realities, often in unseen ways. This article explores conscious, instrumental interactions with algorithms, as a window into the complexities and extent of algorithmic power. Through a thematic analysis of online discussions among Instagram influencers, I observed that influencers’ pursuit of influence resembles a game constructed around “rules” encoded in algorithms. Within the “visibility game,” influencers’ interpretations of Instagram’s algorithmic architecture—and the “game” more broadly—act as a lens through which to view and mechanize the rules of the game. Illustrating this point, this article describes two prominent interpretations, which combine information influencers glean about Instagram’s algorithms with preexisting discourses within influencer communities on authenticity and entrepreneurship. This article shows how directing inquiries toward the visibility game makes present the interdependency between users, algorithms, and platform owners and demonstrates how algorithms structure, but do not unilaterally determine user behavior.

In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, purchase intention, and sharing intention among a sample of 237 students. In line with prior research, results indicated that disclosure language featuring “Paid Ad” positively influenced ad recognition, which subsequently interacted with participants' memory of a disclosure and mediated the effect of disclosure language on attitude toward the brand and sharing intention. The findings offer a significant contribution to the literature on consumers' information processing and understanding for new and developing native advertising executions. Theoretical and managerial implications are discussed.

Influencer commerce has experienced an exponential growth, resulting in new forms of digital practices among young women. Influencers are one form of microcelebrity who accumulate a following on blogs and social media through textual and visual narrations of their personal, everyday lives, upon which advertorials for products and services are premised. In Singapore, Influencers are predominantly young women whose commercial practices are most noted on Instagram. In response, everyday users are beginning to model after Influencers through tags, reposts and #OOTDs (Outfit Of The Day), unwittingly producing volumes of advertising content that is not only encouraged by Influencers and brands but also publicly utilised with little compensation. Drawing on ethnographic fieldwork among Instagram Influencers and followers in Singapore, this article investigates the visibility labour in which followers engage on follower-anchored Instagram advertorials, in an attention economy that has swiftly profited off work that is quietly creative but insidiously exploitative.

Instagram is a relatively new form of communication where users can easily share their updates by taking photos and tweaking them using filters. It has seen rapid growth in the number of users as well as uploads since it was launched in October 2010. In spite of the fact that it is the most popular photo capturing and sharing application, it has attracted relatively less attention from the research community. In this paper, we present both qualitative and quantitative analysis on Instagram. We use computer vision techniques to examine the photo content. Based on that, we identify the different types of active users on Instagram using clustering. Our results reveal several insights about Instagram which were never studied before, that include: 1) Eight popular photos categories, 2) Five distinct types of Instagram users in terms of their posted photos, and 3) A user's audience (number of followers) is independent of his/her shared photos on Instagram. To our knowledge, this is the first in-depth study of content and users on Instagram.

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While Instagram, the rising photo-sharing social networking service, has received increasing attention from scholars and practitioners, little is known about the social and psychological factors that lead consumers to become fanatics of this app. To provide a baseline understanding of Instagram users, the current study aims to uncover the structural dimensions of consumers' motives for using Instagram and to explore the relationships between identified motivations and key attitudinal and behavioral intention variables. A comprehensive survey was developed in which a total of 212 Instagram users evaluated their motivation, primary activities, use intention, and attitude regarding Instagram. The results suggest that Instagram users have five primary social and psychological motives: social interaction, archiving, self-expression, escapism, and peeking. The implications of this study's findings are discussed.

'Fitspiration' is an online trend designed to inspire viewers towards a healthier lifestyle by promoting exercise and healthy food. This study provides a content analysis of fitspiration imagery on the social networking site Instagram. A set of 600 images were coded for body type, activity, objectification and textual elements. Results showed that the majority of images of women contained only one body type: thin and toned. In addition, most images contained objectifying elements. Accordingly, while fitspiration images may be inspirational for viewers, they also contain a number of elements likely to have negative effects on the viewer's body image.

The present study argues that political communication on social media is mediated by a platform’s digital architecture—the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 U.S. election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the study’s theoretical claim that a platform’s network structure, functionality, algorithmic filtering, and datafication model affect political campaign strategy on social media.

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The main aim of this study was to examine the norms of expressing emotions on social media. Specifically, the perceived appropriateness (i.e. injunctive norms) of expressing six discrete emotions (i.e. sadness, anger, disappointment, worry, joy, and pride) was investigated across four different social media platforms. Drawing on data collected in March 2016 among 1201 young Dutch users (15-25 years), we found that positive expressions were generally perceived as more appropriate than negative expressions across all platforms. In line with the objective of the study, some platform differences were found. The expression of negative emotions was rated as most appropriate for WhatsApp, followed by Facebook, Twitter, and Instagram. For positive emotion expression, perceived appropriateness was highest for WhatsApp, followed by Instagram, Facebook, and Twitter. Additionally, some gender differences were found, while age showed little variations. Overall, the results contribute to a more informed understanding of emotion expression online.

This paper presents findings from a study of Instagram use and funerary practices that analysed photographs shared on public profiles tagged with #funeral. We found that the majority of images uploaded with the hashtag #funeral often communicated a person's emotional circumstances and affective context, and allowed them to reposition their funeral experience amongst wider networks of acquaintances, friends, and family. We argue that photo-sharing through Instagram echoes broader shifts in commemorative and memorialization practices, moving away from formal and institutionalized rituals to informal and personalized, vernacular practices. Finally, we consider how Instagram's platform vernacular unfolds in relation to traditions and contexts of death, mourning, and memorialization. This research contributes to a broader understanding of how platform vernaculars are shaped through the logics of architecture and use. This research also directly contributes to the understanding of death and digital media by examining how social media is being mobilized in relation to death, the differences that different media platforms make, and the ways social media are increasingly entwined with the places, events, and rituals of mourning.

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