Social Value, Content Value and Infinite Scroll’s Roles Towards Instagram Capturing Millennial Users in a State of Flow

Moore, Joe (2021) Social Value, Content Value and Infinite Scroll’s Roles Towards Instagram Capturing Millennial Users in a State of Flow. Masters thesis, Dublin, National College of Ireland.

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Abstract

The modern world consists of a ‘tradigital’ time, whereby a mix of ‘traditional’ and ‘digital’ is present. As time passes the Millennial generation’s contemporary influence is becoming increasingly prominent as those born between 1981 and 1996 represent a sustainable audience for marketers. Millennials are native to digital, with social media a notorious element within their interconnected lives. Social platforms are purposely designed to capture users into consuming the platform for long periods of time, and to return regularly to do so – as stated by former Facebook President Sean Parker. Thus, understanding what appeals social platforms use to execute this tactic on Millennial users holds importance – as to provide greater insight into the social media marketing realm, relative to a prominent generation.

Past research surrounding this tends to incur a generalised approach, regarding either social media or social media users. This study differs in this regard – focusing solely on the platform of Instagram, detailing the relationship between digital experience, which has been underlined as the elements of ‘Social Value’, ‘Content Value’ and ‘Infinite Scroll’, in conjunction with how Instagram capture the Millennial generation unconsciously for long periods of time – otherwise known as a ‘Flow’ state.

The study is based upon current literature which has suggested capturing users in a Flow state as a tactic utilized by social media platforms, and further indicated Social Value, Content Value and Infinite Scroll as drivers of this. The study has adopted a quantitative lens, undertaking Binomial Logistic Regression and One-Sample Sign Tests.

Item Type:	Thesis (Masters)
Subjects:	Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Clara Chan
Date Deposited:	18 Feb 2022 15:59
Last Modified:	18 Feb 2022 15:59
URI:	https://norma.ncirl.ie/id/eprint/5470

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