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EMAC 2019 Annual Conference

Liquid Consumption on Social Media: A Research on the Motivations to Continue Using Instagram Stories

Published: May 28, 2019


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


Social Media; Liquid Consumption; Consumer Motivation


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.