Generation Z usage of Instagram for TV: investigating media consumption, user interaction patterns, and mental health outcomes

IntroductionThe fast development of social media platforms has changed the way Generation Z communicates, sharing information and consuming digital material. One of such innovations is Instagram Reels, a popular short and long video-sharing functionality that helps with communication, knowledge exchange, and content usage. The feature was first introduced as Instagram TV (IGTV) in 2018 and subsequently integrated into Instagram Reels during the 2022 product consolidation of Instagram, however, the user behaviors underlying this topic, including video content consumption, creator engagement, and trust building, are still the center of the existing video ecosystem on the platform. Although the use of video-based content on Instagram is becoming increasingly popular, scarce studies have considered which factors affect its use and the consequences of this usage on the mental health and psychological wellbeing of users.ObjectiveThe paper examines the predictors of Instagram Reels use and the connection between Instagram Reels and mental health outcomes in Generation Z users. Based on Social Influence Theory, Expectation Confirmation Theory and the Technology Acceptance Model (TAM), a conceptual framework was created with consideration of Social Influence, Expectation Confirmation, Behavioral Intention, Idea Sharing, Building trust, Instagram Reels Usage, and Mental Health Outcomes.MethodsThe quantitative research design was used and a survey with 422 Generation Z users in Jordan was carried out using a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) were the methods that were used to analyze the data.ResultsThe results showed that, Social Influence and Expectation Confirmation play significant roles in Idea Sharing and Building Trust which consequently leads to the increased use of Instagram Reels. Behavioral Intention was cited and found to predict the relationship between Idea Sharing, Trust Building and platform engagement. Moreover, the Usage of Instagram Reels was also revealed to have a substantial impact on Mental Health Outcomes, with both positive and negative wellbeing indicators demonstrating varying effects. The Importance-Performance Map Analysis (IPMA) has determined Idea Sharing to be the most significant driver of Instagram Reels Usage, then Social Influence and Expectation Confirmation.ConclusionThe paper finds that interactive features and perceived benefits of social media platform have a pivotal role in determining users engagement and psychological experiences. The results add to the body of literature on social media adoption and digital wellbeing and offer some practical implications to educators, policymakers, and platform developers interested in creating healthier digital spaces in which Generation Z users can operate.