Abstract
This paper analysed how genders use Instagram differently and the psychological implications on undergraduates in South-western Nigeria. A quantitative survey design was used to gather data from 533 students in three universities. Results showed that there were clear gendered differences between Instagram use, mental health and addictive behaviours. Male students indicated more frequent and longer use and more addictive behaviours like preoccupation and mood alteration that tended to interfere with sleep patterns. The female students, however, took up more relational and appearance-based activities and therefore were more susceptible to low self-esteem and emotional distress associated with social comparison. Though there was no notable gender difference in general emotional well-being, the males expressed more behavioural expressions of addiction, but the females experienced more psychological risk. These results are consistent with Social Comparison Theory, which describes the increased susceptibility of females to upward comparisons and behavioural addiction models, which explain compulsive use in males. The research finds that the effect of Instagram is gender-specific and requires specific interventions. It proposes media literacy and selfesteem programs among the female students and digital wellness to control compulsive use among males. Universities should adopt gender-sensitive support systems to promote healthier digital habits across genders.
Keywords: Addictive Behaviours, Gender Differences, Instagram, Mental Health, Social Comparison.