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Are They Really Different? Instagram Usage Motivations of Generation Z and Millennials in Turkiye

Year 2022, Volume: 6 Issue: 12, 202 - 222, 25.09.2022
https://doi.org/10.30520/tjsosci.1148096

Abstract

Each generation has a few differences from the previous generation. It might be the language they speak, and that is not necessarily about their native languages, but about how they speak to each other. It might be a popular musical interest. Or it might be their motivations in life. The crucial thing here is to understand the differences and find the middle way to communicate with each generation.
Brands and their communication strategies are significantly important because if a brand cannot be relevant to the new generation, it might cause a decrease in their loyalty rates and customer lifecycles.
Therefore, it is important to know what the main differences of their target audiences from the generational aspect are for marketers. Does Generation Z still enjoy using Instagram? Do Millennials find branding activities on Instagram relevant? Why are they using Instagram?
This study will be covering the main motivational differences between Generation Z and Millennials in Turkiye and their Instagram usage motives, and discuss it based on the results of a conducted survey.
Brands might change in time, and there is nothing to be afraid of. Planning the change and finding the expected behaviour is important, but once related data is available, companies might plan the change in the most accurate way possible.

References

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  • Keller, K.L., (1993). “Conceptualizing, measuring, and managing customerbased brand equity”. Journal of Marketing. https://faculty.fuqua.duke.edu/~moorman/Marketing-Strategy-Seminar-2015/Session%203/Keller.pdf
  • Liang, T.P., Lai, H.J. & Ku, Y.C., (2007). “Personalized Content Recommendation and User Satisfaction: Theoretical “Synthesis and Empirical Findings”. Journal of
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  • Ng, E.S., Schweitzer, L. & Lyons, S., (2010). “New Generation, Great Expectations: A Field Study of the Millennial Generation” Springer Science+Business Media. https://www.researchgate.net/publication/225617101_New_Generation_Great_Expectations_A_Field_Study_of_the_Millennial_Generation
  • Okur, H.D., (2021). “Gençlik ve Sosyal Paylaşım Siteleri”. DÜŞÜNCE DÜNYASINDA TÜRKİZ SİYASET VE KÜLTÜR DERGİSİ. https://www.tasav.org/media/k2/attachments/23.pdf#page=93
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  • Pew Research, (2020). “On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far” https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/
  • Piper Sandler, (2021). “A collaborative consumer insights project”. https://www.pipersandler.com/1col.aspx?id=6217
  • Prensky, M., (2001). “Digital Natives, Digital Immigrants”. NCB University Press. 9.5. http://educ116eff11.pbworks.com/f/prensky_digital%20natives.pdf
  • Sancar, E., (2017). “Kadınlarda İnternet Bağımlılığı ile İlgili Bir Araştırma: İstanbul Örneği”. Igdir University Journal Social Sciences. p. 316-317. http://sosbilder.igdir.edu.tr/Makaleler/812039735_makale%2014%20say%c4%b1%2013%20esma-sancar%20pdf.pdf
  • Sheldon, P., & Newman, M. (2019). “Instagram and american teens: understanding motives for its use and relationship to excessive reassurance-seeking and interpersonal rejection”. The Journal of Social Media in Society. https://www.thejsms.org/index.php/JSMS/article/view/423 Social Insider, (2021). “[STUDY] 2021 Social Media Industry Benchmarks - Know Exactly Where You Stand in Your Market”. https://www.socialinsider.io/blog/social-media-industry-benchmarks/
  • Statista, (2021). “Digital Market Outlook”. https://www.statista.com/outlook/digital-markets
  • Şener, G., Emre, P.Ö. & Akyıldız, F., 2015. “Effects of social media on political participation in Turkey”. Cyprus International University. https://dergipark.org.tr/en/download/article-file/255539
  • The New York Times, (2021). “Instagram Struggles With Fears of Losing Its ‘Pipeline’: Young Users”. https://www.nytimes.com/2021/10/16/technology/instagram-teens.html
  • The Verge, (2021). “Instagram lead says he’s not happy with Reels yet and might ‘consolidate’ video formats”. https://www.theverge.com/2021/1/19/22238513/instagram-adam-mosseri-reels-decoder-interview-podcast
  • Think with Google, (2021). “Gen Z Trends & Insights”. https://www.thinkwithgoogle.com/intl/tr-tr/icgoruler/tuketici-trendleri/turkiye-z-kusagi-trendler/
  • Toy, M. E., (2021). “Political Communication on Social Media: Ak Parti and CHP’s Use of Twitter in the 31 March 2019 Local Elections”. Kastamonu İletişim Araştırmaları Dergisi - Sayı 6 / Bahar 2021. p. 25-26.
  • TurkStat, (2020). “Population by sex and age group, 1950-2020”. https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • TurkStat, (2020). “Population, annual growth rate and sex ratio, 1927-2020”. https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • TurkStat, (2020). “Source of happiness, 2004-2020”. https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • TurkStat, (2021). “Percentage of the computer and Internet usage, 2005-2021” https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • Trust Insights, (2021). “IN THE HEADLIGHTS, FEBRUARY 10, 2021: DARK SEARCH, INSTAGRAM ENGAGEMENT, ETHICS IN AI”. https://www.trustinsights.ai/blog/2021/02/in-the-headlights-february-10-2021-dark-search-instagram-engagement-ethics-in-ai/
  • Urista, M.A., Dong, Q. & Day, K.D., (2009). “Explaining Why Young Adults Use MySpace and Facebook Through Uses and Gratifications Theory”. Human Communication. A Publication of the Pacific and Asian Communication Association. http://www.m-cornell.co.uk/online-blog/wp-content/uploads/2013/05/Facebook-and-Uses-and-gratification-theory.pdf
  • Vinerean, S., (2017). “Importance of strategic social media marketing”. ZBW – Leibniz-Informationszentrum Wirtschaft. p. 31. http://zbw.eu/econis-archiv/bitstream/11159/1381/1/1009506463.pdf
  • Yadav, G.P. & Rai, J., (2017). “The Generation Z and their Social Media Usage: A Review and a Research Outline” Global Journal of Enterprise Information System. p. 111. https://www.researchgate.net/publication/318005826_The_Generation_Z_and_their_Social_Media_Usage_A_Review_and_a_Research_Outline
  • Yadav, M. & Rahman, Z., 2017. “Measuring consumer perception of social media marketing activities in ecommerce industry: Scale development & validation.” Telematics and Informatics. https://www.deepdyve.com/lp/emerald-publishing/measuring-customer-social-participation-in-online-travel-communities-38QYckTgMf?key=emerald
  • Whiting, A., & Williams, D., (2013). “Why people use social media: a uses and gratifications approach”. Qualitative market research: an international journal. http://cs.furman.edu/~tallen/csc271/source/socialMediaUsers.pdf
Year 2022, Volume: 6 Issue: 12, 202 - 222, 25.09.2022
https://doi.org/10.30520/tjsosci.1148096

Abstract

References

  • Adomavicius, G., & Tuzhilin, A., (2006). “Personalization technologies: A process-oriented perspective”. Wirtsch. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.86.3946&rep=rep1&type=pdf
  • Aktan, E. (2018). “Instagram Kullanıcılarının Kullanım Motivasyonları ve Instagram Takip Davranışlarının İncelenmesi” Online Academic Journal of Information Technology. p. 142. https://dergipark.org.tr/en/download/article-file/1113664
  • BBC, (2021). “Facebook's metaverse plans labelled as 'dystopian' and 'a bad idea'” https://www.bbc.com/news/technology-59154520
  • Berkup, S.B., (2014). “Working With Generations X And Y In Generation Z Period: Management Of Different Generations In Business Life” Mediterranean Journal of Social Sciences. p. 219-226
  • Bolton, R., Parasuraman, A. P., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Komarova, Y. & David, S., (2013). “Understanding Gen Y and their use of social media: A review and research agenda”. Journal of Service Management. p. 245-267. https://www.researchgate.net/publication/259452104_Understanding_Gen_Y_and_their_use_of_social_media_A_review_and_research_agenda
  • Business Insider, (n.d.). “Generation Z: Latest Gen Z News, Research, Facts & Strategies”. Business Insider. https://www.businessinsider.com/generation-z
  • Business Insider, (2019). “The most popular social media platforms with Gen Z”. https://www.businessinsider.com/gen-z-loves-snapchat-instagram-and-youtube-social-media-2019-6
  • Dwivedi, Y. K., Kapoor, K. K., & Chen, H., (2015). “Social media marketing and advertising”. The Marketing Review. p. 4-5. https://publications.aston.ac.uk/id/eprint/40400/1/Social_media_marketing.pdf
  • Ecommerce DB, (2021). “The eCommerce market in Turkey”. https://ecommercedb.com/en/markets/tr/all
  • Facebook, (2021). “Facebook Reports Fourth Quarter and Full Year 2020 Results”. https://investor.fb.com/investor-news/press-release-details/2021/Facebook-Reports-Fourth-Quarter-and-Full-Year-2020-Results/default.aspx
  • Facebook, (n.a.). “What is Instagram?” https://www.facebook.com/help/instagram/424737657584573
  • Frey, W. H., (2010). “Baby Boomers and the new demographics of America’s seniors”. GENERATIONS – Journal of the American Society on Aging. p. 27 http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.419.4804&rep=rep1&type=pdf
  • Global Web Index, (2020). “Social media by generation”. https://www.gwi.com/reports/social-media-across-generations
  • Global Web Index, (2021). “The global consumer and marketing trends to know for 2021” https://www.gwi.com/reports/trends-2021
  • Global Web Index, (2021). “How to reach millennials in 2021” https://www.gwi.com/reports/millennials
  • Global Web Index, (2021). “Gen Z: Observing the latest trends on Gen Zs”. https://www.gwi.com/reports/generation-z
  • Hootsuite, (2021). “Digital 2021: Turkey”. https://datareportal.com/reports/digital-2021-turkey
  • Hootsuite, (2021). “The Global State of Digital 2021”. https://www.hootsuite.com/pages/digital-trends-2021
  • Hootsuite, (2021). “DIGITAL AROUND THE WORLD” https://datareportal.com/global-digital-overview
  • Hootsuite, (2021). “6 Ways to Calculate Engagement Rate”. https://blog.hootsuite.com/calculate-engagement-rate/
  • Huang, Y. & Su, S., (2018). “Motives for Instagram Use and Topics of Interest among Young Adults”. Department of Commercial Design, Future Internet. pp. 3-5. https://www.mdpi.com/journal/futureinternet
  • Hung K., F. & Gu, C. Yim, (2008). “A Social Instutionalnd, Approach to Identifying Generation Cohorts in China with a Comparison of American Consumers”. Journal of International Business Studies, p. 837 http://www.coms.hkbu.edu.hk/~kineta/files/A_social_institutional_approach.pdf
  • Güregen, E.P., (2021). “Municipalities’ Struggle For Visibility On Twitter: A Review On İstanbul, Ankara And İzmir Metropolitan Municipalities”. Egemia. https://dergipark.org.tr/en/download/article-file/1846051
  • Katz, E., Blumler, J. G., & Gurevitch, M. (1973-4). “Uses and gratifications research”. The Public Opinion Quarterly. https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.886.3710&rep=rep1&type=pdf
  • Katz, E., Gurevitch, M., & Haas, H. (1973). “On the use of the mass media for important things”. American Sociological Review. https://repository.upenn.edu/cgi/viewcontent.cgi?article=1275&context=asc_papers
  • Keller, K.L., (1993). “Conceptualizing, measuring, and managing customerbased brand equity”. Journal of Marketing. https://faculty.fuqua.duke.edu/~moorman/Marketing-Strategy-Seminar-2015/Session%203/Keller.pdf
  • Liang, T.P., Lai, H.J. & Ku, Y.C., (2007). “Personalized Content Recommendation and User Satisfaction: Theoretical “Synthesis and Empirical Findings”. Journal of
  • Management Information Systems. http://www.ecrc.nsysu.edu.tw/liang/paper/Personalized%20Content%20Recomm%20(JMIS%202006).pdf
  • McKinsey, (2018). “‘True Gen’: Generation Z and its implications for companies”. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
  • National Retail Federation, (2018). “Gen Z brand relationships: Authenticity matters”. IBM Institute for Business Value. https://cdn.nrf.com/sites/default/files/2018-10/NRF_GenZ%20Brand%20Relationships%20Exec%20Report.pdf
  • Ng, E.S., Schweitzer, L. & Lyons, S., (2010). “New Generation, Great Expectations: A Field Study of the Millennial Generation” Springer Science+Business Media. https://www.researchgate.net/publication/225617101_New_Generation_Great_Expectations_A_Field_Study_of_the_Millennial_Generation
  • Okur, H.D., (2021). “Gençlik ve Sosyal Paylaşım Siteleri”. DÜŞÜNCE DÜNYASINDA TÜRKİZ SİYASET VE KÜLTÜR DERGİSİ. https://www.tasav.org/media/k2/attachments/23.pdf#page=93
  • Park, N., Kee, K. F., & Valenzuela, S., (2009). “Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes”. Cyberpsychology & behavior, https://repositorio.uc.cl/xmlui/bitstream/handle/11534/19211/Being%20immersed%20in%20social%20networking%20environment%20Facebook%20Groups,%20uses%20and%20gratifications%20and%20social%20outcomes.pdf?sequence=1
  • Pew Research, (2020). “On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far” https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/
  • Piper Sandler, (2021). “A collaborative consumer insights project”. https://www.pipersandler.com/1col.aspx?id=6217
  • Prensky, M., (2001). “Digital Natives, Digital Immigrants”. NCB University Press. 9.5. http://educ116eff11.pbworks.com/f/prensky_digital%20natives.pdf
  • Sancar, E., (2017). “Kadınlarda İnternet Bağımlılığı ile İlgili Bir Araştırma: İstanbul Örneği”. Igdir University Journal Social Sciences. p. 316-317. http://sosbilder.igdir.edu.tr/Makaleler/812039735_makale%2014%20say%c4%b1%2013%20esma-sancar%20pdf.pdf
  • Sheldon, P., & Newman, M. (2019). “Instagram and american teens: understanding motives for its use and relationship to excessive reassurance-seeking and interpersonal rejection”. The Journal of Social Media in Society. https://www.thejsms.org/index.php/JSMS/article/view/423 Social Insider, (2021). “[STUDY] 2021 Social Media Industry Benchmarks - Know Exactly Where You Stand in Your Market”. https://www.socialinsider.io/blog/social-media-industry-benchmarks/
  • Statista, (2021). “Digital Market Outlook”. https://www.statista.com/outlook/digital-markets
  • Şener, G., Emre, P.Ö. & Akyıldız, F., 2015. “Effects of social media on political participation in Turkey”. Cyprus International University. https://dergipark.org.tr/en/download/article-file/255539
  • The New York Times, (2021). “Instagram Struggles With Fears of Losing Its ‘Pipeline’: Young Users”. https://www.nytimes.com/2021/10/16/technology/instagram-teens.html
  • The Verge, (2021). “Instagram lead says he’s not happy with Reels yet and might ‘consolidate’ video formats”. https://www.theverge.com/2021/1/19/22238513/instagram-adam-mosseri-reels-decoder-interview-podcast
  • Think with Google, (2021). “Gen Z Trends & Insights”. https://www.thinkwithgoogle.com/intl/tr-tr/icgoruler/tuketici-trendleri/turkiye-z-kusagi-trendler/
  • Toy, M. E., (2021). “Political Communication on Social Media: Ak Parti and CHP’s Use of Twitter in the 31 March 2019 Local Elections”. Kastamonu İletişim Araştırmaları Dergisi - Sayı 6 / Bahar 2021. p. 25-26.
  • TurkStat, (2020). “Population by sex and age group, 1950-2020”. https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • TurkStat, (2020). “Population, annual growth rate and sex ratio, 1927-2020”. https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • TurkStat, (2020). “Source of happiness, 2004-2020”. https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • TurkStat, (2021). “Percentage of the computer and Internet usage, 2005-2021” https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
  • Trust Insights, (2021). “IN THE HEADLIGHTS, FEBRUARY 10, 2021: DARK SEARCH, INSTAGRAM ENGAGEMENT, ETHICS IN AI”. https://www.trustinsights.ai/blog/2021/02/in-the-headlights-february-10-2021-dark-search-instagram-engagement-ethics-in-ai/
  • Urista, M.A., Dong, Q. & Day, K.D., (2009). “Explaining Why Young Adults Use MySpace and Facebook Through Uses and Gratifications Theory”. Human Communication. A Publication of the Pacific and Asian Communication Association. http://www.m-cornell.co.uk/online-blog/wp-content/uploads/2013/05/Facebook-and-Uses-and-gratification-theory.pdf
  • Vinerean, S., (2017). “Importance of strategic social media marketing”. ZBW – Leibniz-Informationszentrum Wirtschaft. p. 31. http://zbw.eu/econis-archiv/bitstream/11159/1381/1/1009506463.pdf
  • Yadav, G.P. & Rai, J., (2017). “The Generation Z and their Social Media Usage: A Review and a Research Outline” Global Journal of Enterprise Information System. p. 111. https://www.researchgate.net/publication/318005826_The_Generation_Z_and_their_Social_Media_Usage_A_Review_and_a_Research_Outline
  • Yadav, M. & Rahman, Z., 2017. “Measuring consumer perception of social media marketing activities in ecommerce industry: Scale development & validation.” Telematics and Informatics. https://www.deepdyve.com/lp/emerald-publishing/measuring-customer-social-participation-in-online-travel-communities-38QYckTgMf?key=emerald
  • Whiting, A., & Williams, D., (2013). “Why people use social media: a uses and gratifications approach”. Qualitative market research: an international journal. http://cs.furman.edu/~tallen/csc271/source/socialMediaUsers.pdf
There are 54 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Nisa Nur Emanet 0000-0002-9393-2274

Dominik Pietzcker 0000-0002-1420-9396

Publication Date September 25, 2022
Published in Issue Year 2022 Volume: 6 Issue: 12

Cite

APA Emanet, N. N., & Pietzcker, D. (2022). Are They Really Different? Instagram Usage Motivations of Generation Z and Millennials in Turkiye. The Journal of Social Science, 6(12), 202-222. https://doi.org/10.30520/tjsosci.1148096