Instagram Users Behaviour Towards Humanitarian Content


Instagram usage on NGOs?

Various empirical studies have been conducted into Instagram usage among all the different kinds of people. These studies have found that Instagram is most influential. It is greatly assumed and accepted that Instagram has the greatest interest on many things. However this paper suggests that the users have less interest on the content of the NGOs.

This study set out to answer the following question: Reasons behind Instagram users not engaging so much with the NGOs content. It will be based on the qualitative method of research. This is because qualitative research is used to gain an in-depth understanding of human behavior, experience, attitudes, intentions and motivations on the basis of observation and interpretation to find out the way people think and feel. More weight shall be given to the views of the participants.

  1. Selection of the method

This paper discusses the following used methods: 

Purposeful Sampling                                                                       



  1. Observations- through my observations in the media I came to realize that most people who use Instagram do not engage with NGOs content because of the time taken by the NGOs to reply to the one-on-one messages. Since many people follow them, it become difficult for them to reply everyone at the same time. It is through this habit that people or the users developed a negative attitude and started losing interest to an extent of not following up with them. This is because people want most attention and entertaining content which they can get from their favorite celebrities. This method gives first hand and reliable information.
  2. Interviews- I happened to meet some users lively and question them. Their response was: lack of creativity in the content posted by the NGOs.
  3. Purposeful sampling- I used it for the identification and selection of information rich cases related to the area of study.
  4. Background and rationale for unfamiliar methodologies

The observation was a simple one whereby I observed some of the activities of some of the best-known NGOs in the region and the world at large. This was through log in into the Instagram account and following the accounts that I observed.

The purposeful sampling used the criterion and mixed sampling. Reference is as follows: Exploring the roles and motives of Para-social relationship cyberpsychology, behavior and social Networking.

  1. Justification for subject selection and sampling procedure

During the interview which I proposed as a method of data collection, I intended to select the stratified sample population to conduct my interview with. This is to ensure that the obtained results are of improved accuracy and representation.

In the analyzing of documents texts, I chose scholarly articles and then speeches, diaries and letters. Scholarly articles are readily available and the rest do provide first hand data since one has to listen to the speech.

  1. Apparatus used

Phone –it was used to log in to the Instagram account so as to follow some of the accounts of the NGOs.

Written articles- for instance the book by “Russman and Svensson 2016”

Sampling tools- different sampling tools were used to collect samples using the different judgement from users and myself.

  1. Procedure of the execution

This study first started with observation proceeded to interviewing and ended with document analysis in an orderly manner. Each step was dug deep into to ensure the best possible out of it.

  1. Intended analysis of the results

Theoretical perspectives. This is the intended analysis of data. This because its broad area problem is where one sees a possible need for research and problem solving. I recommend the qualitative method of data analysis which comprises of the following: content analysis

Narrative analysis

Discourse analysis

Framework analysis

Grounded theory

  1. Potential limitations
  • Issues with research samples and selection. Bias arose when a probability sampling method was used to select a sample but that sample does not reflect the general population concerned.
  • Sample size may not be sufficient for the research process. If the sample size is too small, it will be difficult to obtain relationships. Like in my case it was small.
  • Lack of previous research studies on the topic. Prior research studies relevant to my thesis were limited.
  • Direct fault of the individuals.
  • Limited access to data which may force the researcher to redesign the research in a different way. For instance, accessing the letters was a challenge to me.
  • Time constraints where the researcher might not exhaust everything on the study of the research question. For example, during the interview some participants were only available during certain times or periods.
  • There were conflicts from cultural bias and other personal issues. I held some biased views due to my cultural background and perspective of certain phenomena. This affected the study’s legitimacy. I also held bias towards the data that supported my arguments.
  • Manner in which I collected the data has limited my ability to conduct a thorough analysis of the results. I therefore acknowledge the deficiency and I state a need for the future researchers to revise their specific methods for collecting data that include these missing elements.


Throughout this paper I have stated the possible causes on why most Instagram users do not engage on NGOs content. Some of the stated reasons are delayed responses on the messages sent by the Instagram users to the NGOs and lack of creativity in their content to attract people since most people like to be entertained.

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