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

Khalil Israfilzade () and Najaf Babayev ()
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Khalil Israfilzade: Vytautas Magnus University
Najaf Babayev: najaf.babayev@vdu.lt

JOURNAL OF LIFE ECONOMICS, 2020, vol. 7, issue 2, .135-150

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 (N= 149) to understand engagement differences(consuming, participating, producing) between Millennials and Non-millennials (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 (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 (search for similar items in EconPapers)
JEL-codes: M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:jle:journl:v:7:y:2020:i:2:p:135-150

DOI: 10.15637/jlecon.7.009

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