Mediating effect of public self-consciousness toward the relationship between gratification needs and authentic self-expression on Instagram

This study explores the complex interplay between gratification needs, public self-consciousness, and authentic self-expression on Instagram. Recognizing the platform's impact on self-image through likes, comments, and follower dynamics, this research investigates how individuals navigate the complexities of online self-presentation. Specifically, it examines the mediating role of public self-consciousness on the relationship between various gratification needs (social, communication, motivation, and recognition) and the extent to which individuals authentically express themselves online. Employing a quantitative research design, data were collected from 450 participants via online questionnaires. Structural Equation Modeling was used to analyze the data and test the proposed hypotheses. The findings reveal a compelling insight: for individuals with heightened public self-consciousness, specific communication needs are crucial in facilitating authentic self-expression. This underscores the potential of communication skills interventions to empower individuals in cultivating genuine online interactions and bridging the gap between their online and offline selves.

Text 125849.pdf - Published Version Available under License Creative Commons Attribution. Download (493kB) Official URL or Download Paper: https://jlc-fbmk.upm.edu.my/regular-issues/vol-12-...

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