Exploring factors affecting higher education students' use of Instagram for educational purposes with a structural model

The rapid development of digital software and technologies has resulted in the design of new social networks (SNS). These social network tools have added innovations to existing social media environments and made them user-friendly. Due to the integration of software technologies into all areas of life, social media platforms have become widely used especially by higher education students. Although SNSs such as YouTube and Instagram are primarily associated with entertainment, they now frequently include educational videos and posts. This study investigates the factors affecting higher education students' use of Instagram for educational purposes using a proposed structural model. The study started by developing a research model based on the literature. A data collection tool was designed based on the model and data were collected online through a link. The proposed research model and its relationships were tested using partial least squares structural equation modelling (PLS-SEM). The results of the analyses revealed that the perceived usefulness of Instagram use increases with content richness, video quality and source credibility. Furthermore, user satisfaction is positively related to perceived usefulness, leading to an increase in Instagram usage intensity.