The purpose of this study is to understand the relationship between personality traits (extraversion and neuroticism), self-presentation strategies (self-oriented and others-oriented presentation strategies) and social image functions from the perspective of Instagram users. The analysis reveals that when people use Instagram for self-oriented presentation strategy, people with low extroversion tend to post symbolic image. On the other hand, when people adopt other-oriented presentation strategy, people with low neuroticism prefer to post symbolic images. In addition, people with low extroversion and high neuroticism prefer to post images with relationship maintenance function. According to the research findings, they provide reference for image-based social media in designing functions.
Keywords: Instagram, image, image-based social media, Big five, self-presentation, self-presentation strategies