MEDIATING EFFECT OF PUBLIC SELF-CONSCIOUSNESS TOWARD THE RELATIONSHIP BETWEEN GRATIFICATION NEEDS AND AUTHENTIC SELF-EXPRESSION ON INSTAGRAM

This study explores the complex interplay between gratification needs, public self-consciousness, and authentic self-expression on Instagram. Recognizing the platform's impact on self-image through likes, comments, and follower dynamics, this research investigates how individuals navigate the complexities of online self-presentation. Specifically, it examines the mediating role of public self-consciousness on the relationship between various gratification needs (social, communication, motivation, and recognition) and the extent to which individuals authentically express themselves online. Employing a quantitative research design, data were collected from 450 participants via online questionnaires. Structural Equation Modeling was used to analyze the data and test the proposed hypotheses. The findings reveal a compelling insight: for individuals with heightened public self-consciousness, specific communication needs are crucial in facilitating authentic self-expression. This underscores the potential of communication skills interventions to empower individuals in cultivating genuine online interactions and bridging the gap between their online and offline selves.