Hashtags on Instagram: Self-created or Mediated by Best Practices and Tools?

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2020-01-07
Authors
Dorsch, Isabelle
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Social media enables conversations mediated through documents as texts, audio, images, or videos. Likewise, hashtags became an essential medium for social media communication. Instagram is well-known as one of the current platforms for hashtagging. This exploratory study investigates how hashtags used on Instagram became established in respect of self-creation and best practices or tools. The analysis is based on data obtained from an online survey (N = 1,006) of Instagram users. 55.7% of the respondents use hashtags on Instagram. Only self-created hashtags are assigned by 41.4%, whereas 58.6% are (sometimes) inspired by others. Best practices and tools based on friends/other users or Instagram functions are more frequently used in contrast to offers from influencers or third-parties (e.g. guides, hashtag-sets). Furthermore, the majority does not intentionally use false hashtags. This study enables a first overview of the Instagram users’ hashtagging creation behavior and selection process.
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Mediated Conversation, best practice, hashtag, instagram, social media, user behavior
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10 pages
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Proceedings of the 53rd Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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