Abstract

The research investigation aims to explore utilization of various impression management tactics among university students in Faisalabad on Instagram. This study is guided by the impression management theory of Ervin Goffman. The data collected for this research study from eight hundred and thirty students (comprised of 435 male students and 395 female students.) who are active Instagram users. This study investigated the relationship between Instagram use and the use of various impression management strategies. Study Analysis revealed positive and negative correlations between Instagram use and IM strategies. The overall findings suggest that Instagram use has positive correlation with impression management strategies. The data was also analyzed to explore gender differences in university students using Instagram for impression management strategies. The results indicate that to manage impressions on Instagram students use strategies of ingratiation, self-promotion, exemplification, intimidation, more as compare to supplication. The study further reveals there is no gender distinctions while using these strategies among female and male students. The least used impression management strategy is supplication. The findings differ from previous studies demonstrating that females utilize some strategies to a greater extent than their male opponents while other researches show that males utilize them more frequently for managing impressions online.