MILLENNIAL VERSUS NON-MILLENNIAL USERS: CONTEXT OF CUSTOMER ENGAGEMENT LEVELS ON INSTAGRAM STORIES (EXTENDED VERSION)

Authors : Khalil ISRAFILZADE, Najaf BABAYEV

Pages : 135-150

Doi:10.15637/jlecon.7.009

View : 20 | Download : 9

Publication Date : 2020-05-02

Article Type : Research Paper

Abstract :Ephemeral social media platforms, which displays rich media, primarily images and videos, are only available only for a short period of time. It has recently attracted researchers ` attention to better understand how ephemeral social media platforms impact users of social media. We design quantitative survey study that sampling data collected over two weeks insert ignore into journalissuearticles values(N= 149); to understand engagement differences insert ignore into journalissuearticles values(consuming, participating, producing); between Millennials and Non-millennials insert ignore into journalissuearticles values(the Silent Generation, the Baby Boomers, Generation X);, on one of the leading ephemeral mobile platforms - on Instagram “Stories”. Our data demonstrated that Millennials show statistically significant differences by engaging Instagram “Stories” than Non-millennials. However, results unexpectedly demonstrate that non-millennial insert ignore into journalissuearticles values(age 40 and more in 2020); users show the same engagement level in “watching” and “reading” ephemeral content as Millennial users.
Keywords : Instagram Stories, Customer Engagement, Ephemeral Social Media, User generated content, Millennials