Millennials versus non-millennials the context of engagement levels on Instagram stories

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Ivane Javakhishvili Tbilisi State University Press
Ephemeral social media platforms, which displays rich media, primarily images and videos, are only accessible for a short-term period. It has lately got the attention of researchers in order to understand better, how ephemeral social media platforms are affecting social media users. 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, on one of the leading ephemeral mobile platforms – on Instagram Stories. Our quantitative data demonstrated that Millennials show statistically significant differences by engaging Instagram Stories than Non-millennials. However, results unexpectedly demonstrate that non-millennials show the same engagement level in watching and reading ephemeral content as Millennials.
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Instagram Stories, Customer Engagement, Ephemeral Social Media, User-generated content, Millennials
The 4th International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2019, pp. 163-170