Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2019 Annual Conference


Liquid Consumption on Social Media: A Research on the Motivations to Continue Using Instagram Stories
(A2019-9941)

Published: May 28, 2019

AUTHORS

İbrahim Kırcova, Yıldız Technical University; Fatih Pınarbaşı, İstanbul Medipol University; Şirin Gizem Köse, Yıldız Technical University

KEYWORDS

Social Media; Liquid Consumption; Consumer Motivation

ABSTRACT

Liquid consumption which can be defined as sharing and consuming media content in a short period has recently become a popular habit in social media tools. Reflection of consumers’ self on digital platforms, expressing their own identity through digital channels and satisfaction through these social media experiences are important subjects for social media studies. In this study, consumers’ intention to continue Instagram Stories which is a service provided by Instagram and makes it possible to share content that is available for 24 hours only are explored. Regression analyses were conducted to analyse the relationships, and Kruskal-Wallis and Mann-Whitney tests are applied to determine the differences in this study. As a result, it is found that perceived ephemerality, reliance on graphics and social presence have a positive relationship with intention to continue using Instagram Stories. This study also includes academic and managerial suggestions.