Paper Title
UTILIZING THE LIVE ROOMS FEATURE ON INSTAGRAM TO FULFILL GROUP COMMUNICATION AND PUBLICITY NEEDS

Abstract
Abstract - This study aims to identify how social media Instagram with the Live Rooms feature, accommodates the communication needs of groups as well as media for publicity, where advances in information technology exist to make it easy for groups to manage and maintain the sustainability of their groups. This study used a qualitative method, where data was obtained through interviews with informants who were users of the Live Rooms feature, document study, and observation. Adaptive structuration theory and uses and gratification theory are used as the theoretical basis for analyzing research findings. The study results revealed that the Live Rooms feature on Instagram social media has helped groups meet their needs to establish communication with members of the group as well as help group publicity. Keywords - Group Communications, Social media, Instagram, Convergence, Mass communication