Factors influencing Instagram Reels usage behaviours: An examination of motives, contextual age and narcissism

The Impact of Instagram Reels on Youths’ Trust and their Holiday Intention

“…Instagram is a public platform, anyone can share their personal contents through fixed photos or series of videos including Reels (Yılmazdoğan et al, 2021). Although Reel function just launched a couple of years ago, yet the acceptance and usage has spiked (Menon, 2022). The Reel itself has been upgraded countless of times since it was introduced as to satisfy the users' preferences (Starr, 2022).…”

“…Generally, Instagram is known and recognised as a photo sharing social network application where it manages to attract the young generation to browse and share their own contents captured using their smartphones (Anuar et al, 2021;Yılmazdoğan et al, 2021). Based on previous studies, the young generation prefer to spend more time on Instagram rather than Facebook because the application allows the users not only to instantly share their posts, but it provides tools that allowing the users to edit, and add effects on their contents before posting which will make the contents be more appealing (Menon, 2022;Yılmazdoğan et al, 2021).…”

“…To serve the users better, Instagram continuously upgrade its platforms and services. In August 2020, the platform has introduced a new built-in function; vertical video service known as Reel as to keep pace with the current trend in the social media ecosystem (Instgaram, 2020;Menon, 2022). This vertical video sharing becomes a phenomenon as people are more engaging with videos (Tsai & Chu, 2017;Zhou et al, 2022).…”

“…This vertical video sharing becomes a phenomenon as people are more engaging with videos (Tsai & Chu, 2017;Zhou et al, 2022). Moreover, smartphones are used vertically rather than horizontally (Menon, 2022) which will make video watching be more convenient, entertaining and pleasant.…”

TikTok: Qual o Impacto do Crescimento da Plataforma?

“…O TikTok, enquanto plataforma de vídeos curtos, nasceu em func ¸ão da crescente popularidade dos vídeos verticais, que foram introduzidos no mercado por Snapchat, Facebook e Instagram [Menon 2022]. Segundo o autor, os smartphones são utilizados na posic ¸ão vertical em 94% do tempo, e número de visualizac ¸ões de vídeos via smartphone aumentou consideravelmente nos últimos anos.…”