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

Khalil ISRAFILZADE; Najaf  BABAYEV

doi:10.15637/jlecon.7.009

Authors

Khalil ISRAFILZADE Vytautas Magnus University/LITHUANIA
Najaf BABAYEV Vytautas Magnus University/LITHUANIA

DOI:

https://doi.org/10.15637/jlecon.7.009%20

Keywords:

Instagram Stories, Customer Engagement, Ephemeral Social Media, User-generated content, Millennials

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

Downloads

Download data is not yet available.

References

ALTER, J., (2018). Instagram Engagement Rate Data: Average Seconds On Site | Yotpo. [online] Yotpo. Available at: <https://www.yotpo.com/blog/instagram-engagement-rate/> [Accessed 11 July 2018].

BARRY, A.E., BATES, A.M., OLUSANYA, O., VINAL, C.E., MARTIN, E., PEOPLES, J.E., JACKSON, Z.A., BILLINGER, S.A., YUSUF, A., CAULEY, D.A. and MONTANO, J.R., (2016). Alcohol marketing on Twitter and Instagram: Evidence of directly advertising to youth/adolescents. Alcohol and Alcoholism, 51(4), pp.487-492.

BAYER, J., ELLISON, N., SCHOENEBECK, S. and FALK, E., (2015). Sharing the small moments: ephemeral social interaction on Snapchat. Information, Communication & Society, 19(7), pp.956-977.

BECKERS, S.F., RISSELADA, H. and VERHOEF, P.C., (2014). Customer engagement: A new frontier in customer value management. In: RUST R. T. & HUANG M.-H. Handbook of service marketing research. Edward Elgar Publishing, pp. 97–122

BELANCHE, D., CENJOR, I. and PÉREZ-RUEDA, A., (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), pp.69-94.

BENNETT, S., MATON, K. and KERVIN, L., (2008). The ‘digital natives’ debate: A critical review of the evidence. British journal of educational technology, 39(5), pp.775-786.

BILLINGS, A.C., QIAO, F., CONLIN, L. and NIE, T., (2017). Permanently desiring the temporary? Snapchat, social media, and the shifting motivations of sports fans. Communication & Sport, 5(1), pp.10-26.

BRODIE, R., HOLLEBEEK, L., JURIĆ, B. and ILIĆ, A., (2011). Customer Engagement. Journal of Service Research, 14(3), pp.252-271.

CALDER, B., MALTHOUSE, E. and SCHAEDEL, U., (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), pp.321-331.

CASALÓ, L., FLAVIÁN, C. and IBÁÑEZ-SÁNCHEZ, S., (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), pp.1046-1063.

CHEN, K. and CHEUNG, H., (2019). Unlocking the power of ephemeral content: The roles of motivations, gratification, need for closure, and engagement. Computers in Human Behavior, 97, pp.67-74.

CHU, S. and KIM, Y., (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), pp.47-75.

CONSTINE, J., (2018). Techcrunch Is Now A Part Of Verizon Media. [online] Techcrunch.com. Available at: <https://techcrunch.com/2018/06/20/instagram-1-billion-users/?guccounter=1> [Accessed 8 July 2019].

COOPER, P., (2018). Social Media Advertising Stats That Matter To Marketers In 2018. [online] Hootsuite Social Media Management. Available at: <https://blog.hootsuite.com/social-media-advertising-stats/> [Accessed 6 May 2019].

DIMOCK, M., (2019). Defining Generations: Where Millennials End And Generation Z Begins. [online] Pew Research Center. Available at: <https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/> [Accessed 9 March 2019].

FINSTAD, K., (2010). Response interpolation and scale sensitivity: Evidence against 5-point scales. Journal of Usability Studies, 5(3), pp.104-110.

FORNELL, C. and LARCKER, D.F., (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), pp.39-50.

FRY, R., 2018. Millennials Expected To Outnumber Boomers In (2019). [online] Pew Research Center. Available at: <https://www.pewresearch.org/fact-tank/2018/03/01/millennials-overtake-baby-boomers/> [Accessed 2 March 2019].

FU, P., WU, C. and CHO, Y., (2017). What makes users share content on facebook? Compatibility among psychological incentive, social capital focus, and content type. Computers in Human Behavior, 67, pp.23-32.

FUCHS, C., BOERSMA, K., ALBRECHTSLUND, A. and SANDOVAL, M., (2013). Internet and surveillance: The challenges of Web 2.0 and social media (Vol. 16). Routledge.

GARSON, G.D., (2012). Testing statistical assumptions. Asheboro, NC: Statistical Associates Publishing.

GLOBAL INDEX, 2018. The Latest Social Media Trends To Know In (2018). [online] Globalwebindex.com. Available at: <https://www.globalwebindex.com/reports/social> [Accessed 16 May 2019].

HAIR, J.F., BLACK, W.C., BABIN, B.J., ANDERSON, R.E. and TATHAM, R.L., (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.

HOLLEBEEK, L., (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), pp.555-573.

INSTAGRAM (2016). Introducing Instagram Stories | Instagram Blog. [online] About.instagram.com. Available at: https://about.instagram.com/blog/announcements/introducing-instagram-stories [Accessed 3 Mar. 2019].

ISRAFILZADE, K., (2017). „Y” Generation Engagement on Consumer-Generated Media: Differences between Lithuania and Azerbaijan. International Journal of Management, accounting and Economics, 4(9), pp.962-979.

JANSZ, J., SLOT, M., TOL, S. and VERSTRAETEN, R., (2015). Everyday creativity: Consumption, participation, production, and communication by teenagers in the Netherlands. Journal of Children and Media, 9(2), pp.143-159.

KAPLAN, A.M. and HAENLEIN, M., (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), pp.59-68.

KLINE, R.B., (2011). Principles and practice of structural equation modeling (Vol. 3rd). New York: Guilford publications.

LUÍS ABRANTES, J., SEABRA, C., RAQUEL LAGES, C. and Jayawardhena, C., (2013). Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM). European Journal of Marketing, 47(7), pp.1067-1088.

MARCUS, S.R., (2015). Picturing'ourselves into being: assessing identity, sociality and visuality on Instagram. In international communication association conference.

MONTEIRO, R. and MAZZILLI, P., (2016). LIVE STORIES O Snapchat como uma pasta compartilhada de registros da vida. Intercom. Sociedade Brasileira de Estudos Interdisciplinares da Comunicação, Salto, pp.1-15.

OECD, (2007). Participative web and user-created content: Web 2.0, wikis, and social networking. Paris: Organisation for Economic Co-operation and Development.

PALMATIER, R. W., KUMAR, V., and HARMELING, C. M., (2018). Customer Engagement Marketing. Cham: Springer International Publishing.

PALMER, A. and KOENIG‐LEWIS, N., (2009). An experiential, social network‐based approach to direct marketing. Direct Marketing: An International Journal, 3(3), pp.162-176.

PANSARI, A. and KUMAR, V., (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), pp.294-311.

PANSARI, A., & KUMAR, V. (2018). Customer Engagement Marketing. In: R. W. PALMATIER, V. KUMAR, & C. M. HARMELING, ed., Customer Engagement Marketing, Cham: Springer International Publishing, pp. 1–27.

PARMENT, A., (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), pp.189-199.

PIWEK, L. and JOINSON, A., (2016). “What do they snapchat about?” Patterns of use in time-limited instant messaging service. Computers in Human Behavior, 54, pp.358-367.

SASHITTAL, H.C., DEMAR, M. and JASSAWALLA, A.R., (2016). Building acquaintance brands via Snapchat for the college student market. Business Horizons, 59(2), pp.193-204.

SCHROCK, A.R., (2015). Communicative affordances of mobile media: Portability, availability, locatability, and multimediality. International Journal of Communication, 9, p.18.

SHAO, G., (2009). Understanding the appeal of user‐generated media: a uses and gratification perspective. Internet Research, 19(1), pp.7-25

SHELDON, P. and BRYANT, K., (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in human Behavior, 58, pp.89-97.

STATISTA, (2018). Instagram: active users 2018. [online] Statista.com. Available at: <https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/> [accessed 03 May 2019]

STATISTA, (2019a). Global Instagram user age & gender distribution 2019. [online] Statista.com. Available at: <https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/> [accessed 7 July 2019].

STATISTA, (2019b). Instagram Stories daily active users 2019. Statista.com. Available at: <https://www.statista.com/statistics/730315/instagram-stories-dau/> [accessed 11 July 2019].

STEENKAMP, J.B.E. and GEYSKENS, I., (2006). How country characteristics affect the perceived value of web sites. Journal of marketing, 70(3), pp.136-150.

VAN DOORN, J., LEMON, K.N., MITTAL, V., NASS, S., Pick, D., PIRNER, P. and VERHOEF, P.C., (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research, 13(3), pp.253-266.

VAN NIMWEGEN, C. and BERGMAN, K., (2019). Effects on cognition of the burn after reading principle in ephemeral media applications. Behaviour & Information Technology, 38(10), pp.1060-1067.

VANDERSLICE, H.N., (2016). How female online businesses and brands are using Instagram stories.

VÁZQUEZ-HERRERO, J., DIREITO-REBOLLAL, S. and LÓPEZ-GARCÍA, X., (2019). Ephemeral Journalism: News Distribution Through Instagram Stories. Social Media+ Society, 5(4), p.2056305119888657.

VIDMOB, (2018). State of Social Video • VidMob. [online] vidmob.com. Available at: <https://www.vidmob.com/state-of-social-video/> [accessed 20 July 2019].

VILLAESPESA, E. and WOWKOWYCH, S. (2020). Ephemeral Storytelling With Social Media: Snapchat and Instagram Stories at the Brooklyn Museum. Social Media + Society, 6(1), p.205630511989877.

VIVEK, S.D., BEATTY, S.E. and MORGAN, R.M., (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), pp.122-146.

WAKEFIELD, L. and BENNETT, G., (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2), pp.147-159.

WESNER, M.S. and MILLER, T., (2008). Boomers and millennials have much in common. Organization Development Journal, 26(3), p.89.

XU, B., CHANG, P., WELKER, C., BAZAROVA, N. and COSLEY, D., (2016). Automatic Archiving versus Default Deletion: What Snapchat Tells Us About Ephemerality in Design. Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing - CSCW '16,.

YOO, K. and GRETZEL, U., (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), pp.609-621.

ZHANG, J. and LEE, W., (2012). Exploring the Influence of Cultural Value Orientations on Motivations of Electronic Word-of-Mouth Communication. Journal of Internet Commerce, 11(2), pp.117-138.