| Abstract : | During the last 20 years, social media have occupied an important part in the daily life of modern man. More and more social networking applications are appearing with the main goal to reduce physical distances and achieve quality communication. Such social networking applications are Facebook, Instagram, YouTube, Twitter, TikTok, Snapchat and many others. However, in recent years all these applications have acquired new features that make them a digital representation of the users' personality. In other words, the owner of such a personal account has the ability to post photos of personal moments, interact with other users, write texts and share his thoughts. In addition, in recent years users have been given the opportunity to work through such applications earning large sums of money. It is therefore understood that the way of communication in modern society tends to change rapidly.The main purpose of this study is to demonstrate the way in which the use of Instagram affects the self-concept of users. For this purpose, a questionnaire was created with the main aim of researching and demonstrating the way in which users perceive social media and more specifically Instagram. The questions asked to the respondents focused mainly on the part of self-concept which was analyzed in smaller sections such as self-esteem, social comparison, perceived well-being and self-efficacy. All these factors were calculated regarding the percentage of active and passive use of the application.Practically, the data were collected through a survey with questionnaires which was conducted online. 305 respondents participated and 287 of them were used, being owners of the application. The survey lasted from October 2020 until December of the same year. Respondents in the survey responded according to their own beliefs, freely expressing their feelings on the subject. These data were used to create both the research model of the specific work and the research questions.The data were statistically analyzed with the SPSS program and all statistical tests were conducted at the 5% significance level. Descriptive statistics for the respondents were computed in order to present a holistic picture of the sample. Then, a series of statistical analyses followed. More specifically, factor analysis, reliability analysis, correlation and regression analysis were performed in order to check the validity of the data and to answer the research questions.The results of the research conducted showed that the passive use of Instagram leads to a reduction in the level of human self-concept. Although this study covers an important part of research into the impact that Social Media in general and Instagram in particular have on our lives, there is plenty of room for further research to examine the connection and interaction between other media.
Η επιρροή την οποία επιφέρει η χρήση της πλατφόρμας του Instagram ως ένα από τα πιο διαδεδομένα σύγχρονα μέσα κοινωνικής δικτύωσης, στους χρήστες. Ποιοι είναι οι τομείς που επηράζονται, πως και σε τι βαθμό είναι κάτι που εξετάζεται στην εν λόγω διπλωματική εργασία.
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