WATCHING WHAT OTHERS ARE DOING: INSTAGRAM AND SELFPERCEPTION
Keywords:Instagram, Social Media, Effects, Self-Perception, Satisfaction.
Instagram has been emerged as fast-growing social media platform. It is getting popular in terms of usage among the social media users in Pakistan. Users post edited and manipulated photos on Instagram to look perfectly beautiful. This application also supports editing features. This photo sharing application is transforming the perceptions of perfection and happiness. It has become a platform for self-disclosure and impression building among its users. Most of the users of Instagram are young with enthusiasm to capture “Insta-Perfect” photos and impressing others. The study has been supported by uses and gratification, theory of social comparison, and selfperception theory of communication. Quantitative analysis and SEM modelling through AMOS has been used to conclude the results.Response to beauty ideals,comparing self with others, celebrity worship,selfie feedback investment and pseudo self-presentation were the constructs of the study. The following study support that most of the users visit Instagram several times a day and investigate the life of others through their photos. They are involved in comparison of self with others that effects their perception about self. Users idealize others and consider them not good enough.As a result of this comparison of self with others on Instagram make them interested and involved into beauty and weight loss related things. They do so in order to look like others posing them as celebrities on Instagram.