Understanding likes on Instagram amongst EMU students

This study aims to analyze the opinion of Eastern Mediterranean University students when it comes to understanding likes on Instagram. The study is based on Uses and Gratification Theory and seeks to explore the extent to which university students understand this concept and what it implies and means to them. As well as how they gratify their needs when using Instagram. The study employed quantitative methodology. Questionnaire was distributed to 300 students in Eastern Mediterranean University although 277 questionnaires were retrieved and analyzed. The first section of the questionnaire was related to demographic information of participants. The second and third section was related to social media and attitude scale statements respectively. The study reflects that all participants are users of Social Media and have an Instagram account. It also reflects that the response of people to post have a certain implication to daily lives and is relevant for various reasons. Further studies can explore using a comparison of Social Media and not just focusing on one in particular. Also, Social media is used not only by students but also by working class for various reasons. So, staff or other persons aside from students can be involved in the next research. Keywords: social media, instagram, uses and gratification.