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

Year 2020, Volume: 7 Issue: 2, 135 - 150, 02.05.2020

Khalil Israfılzade Najaf Babayev

https://doi.org/10.15637/jlecon.7.009

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

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