SNS 콘텐츠 저장 및 공유 동기에 대한 질적 접근

Abstract

The rapid growth of social media has led users to actively engage with platforms like Instagram for brand promotion, information sharing, and entertainment. Among various engagement behaviors, the ‘save’ and ‘share’ functions have become key actions influencing brand awareness and marketing effectiveness. This study, grounded in the Uses and Gratifications (U&G) theory, explores the motivations behind users’ saving and sharing behaviors on Instagram. Using a qualitative research method, in-depth interviews were conducted with ten users aged 20 to 40 who had experience saving or sharing fashion content on the platform. The findings reveal four key motivational dimensions: informational (e.g., price comparisons, product details), social (e.g., recommending styles to friends), emotional (e.g., admiration or identification with influencers), and technical (e.g., short, well-edited videos with subtitles). The study indicates that saving and sharing are driven by distinct motivations: informational content is more likely to prompt saving, while entertaining or relational content encourages sharing. Collaborations with influencers can enhance emotional engagement and facilitate content diffusion. These results deepen the understanding of user behavior on social media and provide practical implications for content-based marketing strategies. Future research should explore cross-platform and cross-cultural comparisons to generalize findings across different digital contexts.