The Perspective of Women's Social Identity Based on the use of Instagram

This research was conducted with the aim of studying the perspective of social identity of women in Tehran based on the use of Instagram and with the mediation of demographic variables. The research is practical in terms of its purpose, and in terms of the nature is causal and was done by survey technique, using a questionnaire measurement tool. The statistical population included all women living in Tehran in 2019 and the statistical sample included 303 people based on Morgan's sample table. Two types of questionnaires have been used to measure research variables: a researcher-made questionnaire related to the amount and type of use of Instagram and a standard social identity questionnaire by Safarinia and Roshan. The results obtained from the step-by-step regression showed that the number of times using Instagram during the week and the history of being on Instagram have a predictive effect on the social identity of women in Tehran. In the first step, 1.9 percent of women's social identity was explained by the number of using Instagram during the week, and in the second step, it reached 4.1 percent despite the attendance record. This means that the repetition of using Instagram (the number of times of using during the week) has a positive effect and the duration of Instagram membership has a negative effect on the social identity of the women studied. Among the demographic variables, the level of education has a positive role in predicting the social identity of women in Tehran. In the next step, the regression of humanities variables, being married, being a housewife, and women's age, was not significant and did not play a role in predicting their social identity.