Deriving Hierarchical Value Map of Instagram Social Media Brand

This study aims to outline the reasons behind using Instagram to provide insights and new information to businesses that are using it or will use it in the future, by deriving a Hierarchical Value Map (HVM) using the means-end theory and laddering technique. The statistical population of this study was students of Shahid Beheshti University of Tehran who were using Instagram. A total of 11 in-depth and face-to-face interviews were conducted and after analyzing the interviews, 49 ladders were extracted. By analyzing the direct and indirect relationships of their content, 19 elements including 6 features, 9 consequences, and 4 values ​​were identified and a hierarchical cumulative value map was developed. Among the chains of the map, easy access and not being filtered, creating fun and entertaining moments, socialization and fellowship, having a positive and good feeling, joy and happiness, and sharing pictures had the most association.