How do behaviours and engagement patterns on Instagram vary across different generations?

Abstract

This thesis investigates the Instagram usage patterns of three distinct generational cohorts: X, Y, and Z. Drawing from a comprehensive literature review on social media usage, generational differences, and consumer behavior, the study employs exploratory research methods to explore how each generation uses Instagram and engages with brands on this platform. The results reveal that all generations integrate Instagram into their daily routines, drawn to features like vibrant colors, music, and content presentation. Motivations for Instagram usage vary, ranging from seeking distraction to staying updated on trends. Content creation preferences differ among the generations, with each cohort favoring photos, stories, and occasional videos on themes ranging from personal experiences to lifestyle choices. Additionally, engagement methods and attitudes towards brand content on Instagram vary across generations, with Generation Z demonstrating a preference for authentic brand interactions and Generation X exhibiting more reserved engagement behaviors. The discussion highlights the importance of understanding generational differences in social media usage and consumer brand engagement on Instagram. Despite variations in motivations and preferences across Generation X, Y, and Z, all cohorts integrate Instagram into their daily lives, demonstrating a preference for visually appealing and authentic content. While brand engagement tends to be passive, characterized by observing and liking posts, brands must tailor their strategies to resonate with each generation's unique preferences. This involves prioritizing authenticity, visual appeal, and diverse content formats, as well as selecting influencers who embody credibility and relevance to enhance brand perceptions. Overall, by recognizing and addressing these generational nuances, brands can foster genuine connections and drive meaningful engagement on Instagram. In conclusion, this thesis contributes to the existing literature by providing a comprehensive understanding of how generational cohorts engage with Instagram, offering insights into the evolving landscape of social media usage and consumer behavior. The findings have implications for marketing strategies, platform development, and future research on digital communication and generational dynamics.

Date of Award	18 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)