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Future Internet 2018, 10, 77 2 of 12 that uses images as the means of communication. Two years after its launch, the number of Instagram users reached three hundred million. Facebook therefore acquired Instagram in 2012 for USD 1 billion. In June of 2017, the number of active users on Facebook, the leader of social media, surpassed two billion, which means that over a quarter of the world’s population are Facebook users. However, usage among younger people is significantly declining. In contrast, the number of Instagram users in the US during the same time period increased by 23.8%, most of them are young people, and it is predicted to reach 8.5 million in 2018 [13]. Instagram has become an important social networking platform for teenagers. Visualized communication has become the most favored way of communication for modern youths. At present Instagram has more than 700 million monthly active users (MAUs), which is a significant milestone for social media apps. In the US, nearly 60% of Instagram users are between the ages of 18 and 29, and the majority are female [14]. In terms of place of residence, more than 80% of Instagram users live outside of the US, and user numbers are growing exceedingly quickly in Asia and South America [15]. A background survey of Instagram users in Taiwan revealed that female users constitute the majority and are also more active. Furthermore, most users have a college education or higher [16]. In Taiwan, significantly more individuals from junior high school students at the age of 12 to fresh university graduates under the age of 24 visit Instagram than individuals from other age group. Moreover, 71% of young people between the ages of 18 and 24 are Instagram users [11]. This shows that Instagram is extremely popular among young people in Taiwan. On Instagram, users can currently share posts in the form of images, videos, carousels, and stories [17]. In addition to user posts, an increasing number of commercial brands aimed at young individuals are placing ads on Instagram via Facebook. Pricing is adjusted in real-time, ads are displayed to audiences, and services are offered in real-time. The image, video, carousel, and stories formats are also available for Instagram ads. Stories ads can be 2.5 s to 60 s long, whereas carousel ads comprise three to five images that can be scrolled left and right, which adds to the fun [18]. Without a doubt, Instagram has become the most favored social media app of young individuals today. In the past two years, researchers in social and behavioral sciences in American and European countries have been comparing the motivations behind Instagram usage in American and European students from the perspectives of cross-cultural differences or behavioral addiction. Such research is less common in Asia. This study investigated whether gender and University Major influences the motives for Instagram use and topics of interest for university students in Taiwan to provide future reference for personalized advertising on Instagram. 2. Theoretical Background 2.1. Social Interaction with Uses and Gratifications Theory An exceedingly high proportion of modern people have internet addiction. Approximately 77% of young people between the ages of 18 and 24 indicate that they pick up and check their smartphones before doing anything else [19]. comScore Media Metrix observed the total digital population in Taiwan to be 14.385 million people in 2016. A large chunk of this population are heavy internet users. In 2016, over half of Taiwan’s population accessed the internet via mobile devices every month. Thus, Taiwan is a country with an extremely high mobile device usage [20], and most usage involves posting on and browsing through social media. Social media is a system that operates on likes, social recognition, and social affirmation, and its primary operational meaning is based on the numbers of views and followers [5]. Messages on Instagram undergo artificial processing and editing. Whether Instagram users are aware of their own behavior and what motivates them to use and even become addicted to Instagram are issues worth investigating. The social function of Instagram is that it enables users to contact and interact with society or relieve anxiety and tension. In other words, Instagram provides evidence for the uses and gratifications theory. The primary research methods involving this theory include surveys, experiments, andPDF Image | PageRank algorithm with MPC
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