The role of Instagram as a facilitator of experiences of well-being has been questioned by scholars such as Brooks (2015), Argo and Lowery (2017), Ladhari et al. (2020), Sheldon et al. (2019), Altuwairiqi et al. (2019) and Turkle (2017). These scholars argue that Instagram influences the individual’s sense of well-being negatively. This thesis also focuses on the relationship between well-being and Instagram use; based on both personal experiences as well as interviews with Instagram users, this thesis investigates how and in what ways Instagram affects an individual’s sense of well-being both positively and negatively. Furthermore, this study investigates how Instagram, well-being and authenticity are related by delving deeper into the question whether and how Instagram enables ‘authentic Instagram entrepreneurship’ by enabling ‘online authenticity’.
Within this study I used a mixed-method approach – grounded in uses and gratifications theory and self-determination theory – to understand how well-being and Instagram use relate. I first utilize autoethnographic analysis to delineate my personal experiences as Instagram user, inspirator and as authentic entrepreneur and analyze the desires, needs and uses Instagram use fulfils for me personally and professionally, and how this relates to my sense of well-being. Secondly, I employ qualitative interviewing with specific Instagram users, combined with thematic analysis, to further underpin or gain new insights about Instagram use and experiences of well-being and authenticity.
This thesis concludes that Instagram positively contributes to a sense of well-being by enabling access to inspiration, knowledge and connection in a community. To Instagram users, Instagram serves as a gateway to finding inspiration, knowledge and a connection with others by allowing inspirators to share their experiences and expertise with others. To Instagram entrepreneurs or inspirators, Instagram serves as a podium to reach a large audience that could be inspired by their authentic story. Instagram satisfies individual needs and desires that relate to personal growth, personal connections, support and growth in business. Having these desires fulfilled increases well-being. On the other hand, it also emerged that Instagram usage could change into a more negative “need” by turning inspiration into an obligation, resulting in a decreased sense of well-being.
The way Instagram influences the Instagram user and the entrepreneur or inspirator can be characterized by the dynamics of what I term the ‘outside in, inside out’ approach. Within the ‘outside in’ approach Instagram serves as an external factor that influences the inner life of an individual. Considering the ‘inside out’ approach, this is the other way around: Instagram is still a strong external factor, but does not ‘dominate’ the inner life.
In terms of self-determination theory, needs and desires for ‘inspiration’, ‘knowledge’, ‘connection’ and ‘obligation’ can be translated into the dynamics of the ‘outside in, inside out’ approach. The one influences the other. The analysis of the autoethnographic material and interviews illustrate these dynamics. For instance, when I participated as inspirator on Instagram and mainly cared about external factors such as satisfying my community and the Instagram algorithm, my sense of well-being decreased; external factors determined my sense of well-being. However, these dynamics shifted to the ‘inside out’ as soon as I refocused Instagram use to ‘authenticity’. In line with the insights gained through the interviews, the analysis of the autoethnographic material indicates that by listening what I want to share instead of what I am expected to share, my sense of well-being increases. External factors like an algorithm or community are no longer most important. Nevertheless, as an ‘authentic entrepreneur’, there is always a form of ‘performed authenticity’ involved to gain new customers. Tensions between the ‘outside in, inside out’ approach and the need of Instagram entrepreneurs to ‘perform authentically’ mark the dynamic relationship and understanding of how these entrepreneurs experience well-being through Instagram use.