The use of instagram @info_beasiswa as a medium for fulfilling scholarship information needs: A media richness theory perspective

Ramdani, Ihthia Dewi, Fajriyah, Annisa ORCID: https://orcid.org/0000-0002-8624-3008 and Bahtiar, Firma Sahrul ORCID: https://orcid.org/0000-0002-6812-198X (2026) The use of instagram @info_beasiswa as a medium for fulfilling scholarship information needs: A media richness theory perspective. JIPI (Jurnal Ilmu Perpustakaan dan Informasi), 11 (1). pp. 222-232. ISSN 2528-021X

Preview

Text 28588.pdf - Published Version Available under License Creative Commons Attribution Share Alike. Download (333kB) | Preview

Abstract

Scholarship information is time-sensitive, detailed, and closely related to educational decision-making, requiring digital media that can present information clearly, relevantly, and accessibly. This study analyzes the Instagram account @info_beasiswa as a medium for fulfilling scholarship information needs from the perspective of Media Richness Theory. The novelty of this study lies in applying Media Richness Theory to a popular Instagram account specifically dedicated to scholarship information in the context of educational information needs. This research employed a descriptive quantitative approach involving 100 followers selected through purposive sampling. Data were collected using a four-point Likert-scale questionnaire consisting of 23 items and were supported by observation, documentation, and brief interviews with the account manager. The analysis focused on four dimensions: immediacy of feedback, multiple cues, language variety, and personal focus. The findings show that all dimensions were in the very high category, with multiple cues obtaining the highest grand mean score (3.53), followed by language variety (3.45), personal focus (3.39), and immediacy of feedback (3.31). These results indicate that @info_beasiswa mainly supports followers’ information needs through varied content formats, visual presentation, clear language, and relevant scholarship content, although rapid interpersonal feedback remains the least dominant dimension. This study contributes to library and information science by showing how Instagram can function as an intermediary information source for recognizing, understanding, and following up scholarship opportunities.

Item Type:	Journal Article
Keywords:	information needs; instagram; media richness theory; scholarship information; social media; information behavior
Subjects:	08 INFORMATION AND COMPUTING SCIENCES > 0807 Library and Information Studies > 080709 Social and Community Informatics 08 INFORMATION AND COMPUTING SCIENCES > 0807 Library and Information Studies
Divisions:	Faculty of Technology > Department of Library and Information Science
Depositing User:	Firma Sahrul Bahtiar
Date Deposited:	28 Jul 2026 15:20

Downloads

Origin of downloads

Actions (login required)

View Item