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
Highlights
Advanced technology has changed the lifestyle of individuals in the 21st century, where social media has become the most essential activity that adds more experience
This is due to the steady increase in the number of users around the world, which has increased the frequency of users from millions to billions on Social Media Platforms
There is a variety of social media networks that allow users, individuals or organizations, to be updated regularly and attached, including “Facebook”, “Twitter”, “Instagram”, “YouTube”, “Snapchat”, “LinkedIn”, etc
Summary
Advanced technology has changed the lifestyle of individuals in the 21st century, where social media has become the most essential activity that adds more experience. This is due to the steady increase in the number of users around the world, which has increased the frequency of users from millions to billions on Social Media Platforms. One of the latest trends and new user experience is ephemeral social media platforms that get popular every day by adding millions of users, which has recently attracted the attention of researchers (Bayer et al, 2016; Piwek & Joinson, 2016; Billings et al, 2017; Belanche et al, 2019; Chen and Cheung, 2019; Vázquez-Herrero et al, 2019; van Nimwegen & Bergman, 2019; Villaespesa & Wowkowych, 2020). Perhaps the most obvious aim of ephemeral sharing is to get an immediate user or viewer response
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