Virtual space and social media studies

Virtual space and social media studies

Analyzing the Relationship Between Instagram Use and Personal Brand Interactions Looking at the Moderating Role of Emotional Intelligence in Young Users

Document Type : Original Article

Author
somayeh Tajik esmaeili
Associate Professor, Department of Social Communication, Faculty of Humanities, Tehran East Branch, Islamic Azad University. Tehran. Iran
10.22083/cssms.2025.512673.1049
Abstract
The present study was designed and implemented with the aim of analyzing the relationship between Instagram use and personal brand interactions with a view to the moderating role of emotional intelligence of young users in Tehran. This study is applied in terms of purpose. The method of the present study was correlational, which was conducted using a survey technique and a questionnaire measurement tool. The statistical population includes all young people in Tehran who are Instagram users. The sample size was 384 people based on Morgan's table. To measure the amount and type of Instagram use for personal brand development, divided into five dimensions of brand personality among the young users studied, the Alipour and Tajik-Esmaili (2019) questionnaire was used. This questionnaire is based on Jennifer Aaker's (1997) Brand Personality Questionnaire in five dimensions of brand personality; honesty, excitement, competence, perfection, and toughness. To measure the emotional intelligence of young Instagram users in Tehran, Bradbury and Graves' (2004) 28-item emotional intelligence questionnaire, which was based on the perspective and theory of Goleman et al. (1999) in four dimensions including; self-awareness, self-management, social awareness, and relationship management, was used. The results of data analysis showed that there is a positive and significant relationship between the emotion dimension [in use] of Instagram (or using Instagram to develop the emotion dimension of brand personality) and the excitement and perfection of personal brand while controlling for emotional intelligence. There is also a positive and significant relationship between the competence dimension [in use] of Instagram and the excitement and perfection of personal brand while controlling for emotional intelligence. A positive and significant relationship is observed between the dimension of perfection of Instagram and excitement, perfection, toughness and the overall status of the personal brand, in addition to “controlling emotional intelligence”. A positive and significant relationship is observed between the overall status [in use] of Instagram and excitement and perfection of the personal brand, in addition to “controlling emotional intelligence”. In other dimensions of [use] of Instagram, there is no significant relationship with other components of the personal brand, in addition to “controlling emotional intelligence”.
Keywords
Instagram
personal brand
personal brand dimensions
emotional intelligence
youth in Tehran

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Virtual space and social media studies
Volume 2, Issue 1 - Serial Number 5
Spring 2025
Pages 155-183

  • Receive Date 15 March 2025
  • Revise Date 13 April 2025
  • Accept Date 26 April 2025
  • First Publish Date 26 April 2025
  • Publish Date 21 April 2025