Instagram is a prominent image-based online social network, which has been extensively used for networking and communication purposes by consumers. In this sense understanding the main motives behind using Instagram becomes crucial for marketers to actualize their marketing related activities. The objective of this manuscript is to investigate attitudes of social media users toward Instagram and examine their personality traits and characteristics by utilizing Big Five Inventory Scale (BFI: Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness to Experience), Social Interaction Anxiety Scale (SIAS) and Fear of Negative Evaluation Scale (FNE). Data were collected from 690 respondents and the participants were classified into two groups based on their attitudes toward Instagram; namely, favorable and unfavorable attitude holders. Consequently, personality trait differences between these two groups were explored and it was found that favorable attitude holders have higher levels of extraversion, agreeableness and conscientiousness characteristics while, and openness to experience did not show any difference between these two groups. On the other hand, it was found that neuroticism, SIAS and FNE were higher for unfavorable attitude holder group. Finally, the difference between Instagram users vs. non-users was modeled by performing binary logistic regression analysis in terms of demonstrating the personality trait differences for the actual usage behavior. The model revealed that gender was a significant categorical predictor variable that had main effect on the likelihood of being an Instagram user or non-user, which was followed by the interaction effects of favorable attitudes by agreeableness and extraversion personality traits respectively with 81.4% classification accuracy. Furthermore, interaction effect of negative attitude by fear of negative evaluation trait was also significant in classifying respondents as Instagram users or non-users. On the other hand, being an Instagram user or non-user did not affected by the interaction effect of negative attitude with neuroticism or with social interaction anxiety personality traits. The findings of this study will shed light to marketers while designing their marketing and communication campaigns on Instagram. It would be possible to attract the right users based on their personality traits and characteristics.