An An Empirical Analysis of Instagram Usage Behaviour among Undergraduate Students in Pudukkottai

Abstract

The rapid expansion of social media has significantly influenced the communication habits, learning behaviours, and social interactions of undergraduate students. Among various platforms, Instagram has emerged as one of the most widely used applications because of its visual orientation, interactive features, and ease of accessibility. This study aims to examine the usage behaviour of Instagram among undergraduate students studying in Arts and Science colleges in Pudukkottai district, with specific focus on usage patterns, motivations, demographic influences, and academic implications.
This study adopted a descriptive and empirical research design. Primary data were collected from a sample of 400 undergraduate students selected through stratified random sampling from four Arts and Science colleges in Pudukkottai district. A structured questionnaire was used to gather data related to duration of usage, purpose of engagement, behavioural tendencies, and perceived academic impact. The collected data were analysed using descriptive statistics, Chi-square test, independent sample t-test, and one-way ANOVA.
The findings revealed that most students used Instagram daily, primarily for entertainment and social communication. While moderate usage supports creative expression, information sharing, and informal learning, excessive engagement is significantly associated with academic distraction, reduced concentration, and time mismanagement. The study also identified statistically significant differences in Instagram usage behaviour based on gender and institutional affiliation, highlighting the role of demographic and environmental factors in shaping digital habits.
This study underscores the need for balanced and responsible social media use among undergraduate students. Educational institutions can play a crucial role in integrating digital literacy programs and promoting the productive academic use of social media platforms. Future research may extend this study by employing longitudinal designs, incorporating psychological and mental health variables, or conducting comparative analyses across different regions and academic disciplines to gain deeper insights into the long-term impact of Instagram usage on student development.