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Journals / Journal of Life Economics / 2020 / Cilt: 7 - Sayı: 2

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

Khalil ISRAFILZADE
Najaf BABAYEV
Pages
135–150
Publication Date
2020-05-02
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

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Objective & Hypothesis:Ephemeral social media platforms, which displays rich media, primarily images and videos, are only available only for a short period of time.
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Key Findings & Data: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”.
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Conclusion & Impact: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.
🔬Design:Survey & Empirical Study
📍Scope:2020 Verileri
⚙️Variables:Instagram Stories · Customer Engagement · Ephemeral Social Media

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.

Özet

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.

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Cite This Article

ISRAFILZADE, K., BABAYEV, N. (2020). MILLENNIAL VERSUS NON-MILLENNIAL USERS: CONTEXT OF CUSTOMER ENGAGEMENT LEVELS ON INSTAGRAM STORIES (EXTENDED VERSION). Journal of Life Economics, Cilt: 7 - Sayı: 2, 135–150. https://ajindex.com/articles/2433

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