Gender preferences and Instagram hashtag usage on #Malaysianfood

Launched in October 2010, Instagram has become one of the popular mobile based photo-sharing platforms. Hashtags on Instagram are normally used for classifying post category, adding detailed information, building social connection and expressing feeling or experiences. Based on the limited study on...

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Main Author:	Zhang, Ye
Format:	Thesis
Language:	English
Published:	2015
Subjects:	HD30.2 Knowledge management
Online Access:	http://eprints.utm.my/id/eprint/53971/1/ZhangYeMFM2015.pdf
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id	my-utm-ep.53971
record_format	uketd_dc
spelling	my-utm-ep.539712020-10-11T07:51:59Z Gender preferences and Instagram hashtag usage on #Malaysianfood 2015-10 Zhang, Ye HD30.2 Knowledge management Launched in October 2010, Instagram has become one of the popular mobile based photo-sharing platforms. Hashtags on Instagram are normally used for classifying post category, adding detailed information, building social connection and expressing feeling or experiences. Based on the limited study on hashtag usage and expanding existing online gender behavior literature, this study applied uses and gratification theory to investigate gender difference in hashtag use on Instagram. It also classifies hashtags into informative and emotional, as well as positive and negative hashtags. The population of the study was photo posts on Instagram with #Malaysianfood. Using content analysis technique methods, photos posted using #Malaysianfood were selected as the sample of this study. The results showed a significant difference between male and female in informative and emotional hashtags selection. Compared to female, male uses more informative hashtags in their post. Besides, this study found that compared to male, female uses more positive hashtag in the post. This study found a strong and positive relationship between number of hashtags and number of followers, as well as number of hashtag and number of ‘likes’. Academically, this study adds to the limited literature on Instagram and application of hashtags. This study also suggests a new method to measure satisfaction using hashtags from users. From industry perspective, findings of this study could assist the restaurant operators for better understanding of customers’ needs and promotional activities. 2015-10 Thesis http://eprints.utm.my/id/eprint/53971/ http://eprints.utm.my/id/eprint/53971/1/ZhangYeMFM2015.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:85449 masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD30.2 Knowledge management
spellingShingle	HD30.2 Knowledge management Zhang, Ye Gender preferences and Instagram hashtag usage on #Malaysianfood
description	Launched in October 2010, Instagram has become one of the popular mobile based photo-sharing platforms. Hashtags on Instagram are normally used for classifying post category, adding detailed information, building social connection and expressing feeling or experiences. Based on the limited study on hashtag usage and expanding existing online gender behavior literature, this study applied uses and gratification theory to investigate gender difference in hashtag use on Instagram. It also classifies hashtags into informative and emotional, as well as positive and negative hashtags. The population of the study was photo posts on Instagram with #Malaysianfood. Using content analysis technique methods, photos posted using #Malaysianfood were selected as the sample of this study. The results showed a significant difference between male and female in informative and emotional hashtags selection. Compared to female, male uses more informative hashtags in their post. Besides, this study found that compared to male, female uses more positive hashtag in the post. This study found a strong and positive relationship between number of hashtags and number of followers, as well as number of hashtag and number of ‘likes’. Academically, this study adds to the limited literature on Instagram and application of hashtags. This study also suggests a new method to measure satisfaction using hashtags from users. From industry perspective, findings of this study could assist the restaurant operators for better understanding of customers’ needs and promotional activities.
format	Thesis
qualification_level	Master's degree
author	Zhang, Ye
author_facet	Zhang, Ye
author_sort	Zhang, Ye
title	Gender preferences and Instagram hashtag usage on #Malaysianfood
title_short	Gender preferences and Instagram hashtag usage on #Malaysianfood
title_full	Gender preferences and Instagram hashtag usage on #Malaysianfood
title_fullStr	Gender preferences and Instagram hashtag usage on #Malaysianfood
title_full_unstemmed	Gender preferences and Instagram hashtag usage on #Malaysianfood
title_sort	gender preferences and instagram hashtag usage on #malaysianfood
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2015
url	http://eprints.utm.my/id/eprint/53971/1/ZhangYeMFM2015.pdf
_version_	1747817664518029312

Gender preferences and Instagram hashtag usage on #Malaysianfood

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