This bachelor's thesis examines the social media consumption behaviour of students
in Germany and Indonesia, with a particular focus on Instagram, to identify and analyse
differences and similarities. It also investigates the social and cultural factors that shape
Instagram usage. The data were collected through a quantitative survey based on random
sampling and analysed using Welch’s t-tests, chi-square tests and a Spearman correlation test.
The results show significant differences in Instagram use between the two countries. Indonesian
students use Instagram more systematically for information and social connections, while
German students use it primarily for casual entertainment. The strong social pressure in
Indonesia’s collectivist society encourages adaptation, whereas in Germany’s individualistic
context, cultural pressure is low, and students feel less obliged to adapt to social expectations.
These results are relevant as they compare two countries that have not yet been studied in this
specific case. This provides new insights into students Instagram behaviour, a group that has
been relatively underexplored in cross-cultural research and highlights the influence of cultural
and social factors on Instagram usage in a globalised world.