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Millennial Versus Non-Millennial Users: Context Of Customer Engagement Levels On Instagram Stories (Extended Version)

Author

Listed:
  • Khalil ISRAFILZADE

    (Vytautas Magnus University)

  • Najaf BABAYEV

    (najaf.babayev@vdu.lt)

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.

Suggested Citation

  • Khalil ISRAFILZADE & Najaf BABAYEV, 2020. "Millennial Versus Non-Millennial Users: Context Of Customer Engagement Levels On Instagram Stories (Extended Version)," JOURNAL OF LIFE ECONOMICS, Holistence Publications, vol. 7(2), pages .135-150, April.
    • Handle: RePEc:jle:journl:v:7:y:2020:i:2:p:135-150
    DOI: 10.15637/jlecon.7.009
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    More about this item

    Keywords

    Instagram Stories; Customer Engagement; Ephemeral Social Media; User-generated content; Millennials;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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