MOTIVATIONS AND USE OF INSTAGRAM FOR CONTENT PROMOTION AMONG LIBRARY AND INFORMATION SCIENCE STUDENTS

The study adopts descriptive survey research method. The sample frame of the study includes undergraduate students in Kwara State University, Malete. Systematic random sampling technique was adopted. Based on the total undergraduate population of students, (207) students were selected from the sampling frame. Questionnaire was used as the instrument for data collection, and the data were analyzed using descriptive statistics, such as means, frequencies, and percentages, to summarize demographic characteristics and survey responses. Inferential statistics, such as t-tests, ANOVA, and regression, were used to examine relationships between Instagram usage, exposure to promotional versus social content, and demographic variables. The study revealed that undergraduates reported high exposure to promotional content on Instagram, particularly through Stories, Reels, and influencer-driven posts. Promotional use recorded a higher mean score compared to socialization use, indicating that Instagram serves more as a marketing tool than merely a social networking site. The t-test confirmed that promotional use was significantly higher than socialization use, while ANOVA showed that higher daily usage is linked with stronger exposure to promotional content. Overall, Instagram is deeply integrated into students’ daily activities, but its promotional role overshadows its social function. Based on the findings, it was recommended that brands maximize high-engagement features, universities introduce awareness programs, influencers sustain authenticity, and policy makers regulate excessive promotional targeting.