A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use

Although Instagram is one of the fastest growing social media, scholars are yet to examine cultural differences among users’ behavior. The current study compares motives for Instagram use between participants from two countries: Croatia, a highly collectivistic culture, and the United States, a typically individualist culture. Specifically, it examines the relationship between motives and behavioral outcomes of use (time spent on Instagram, the...