Abstract

GARCIA-BEJAR, Ligia. Towards the Understanding of Engagement in Young Mexican University Students with Instagram Tv. anagramas rumbos sentidos comun. [online]. 2021, vol.19, n.38, pp.157-178.  Epub Feb 17, 2021. ISSN 1692-2522.  https://doi.org/10.22395/angr.v19n38a8.

The purpose of this article is to describe the experiences that young Mexican university students from the city of Guadalajara, Mexico, have with Instagram TV. Engagement is a relevant concept to measure the investment of time, attention and the triggers that motivate a person to consume a certain platform or content, especially social networks; through it, is possible to have elements to quantify with clear indicators the quality of the users’ experience with the digital media they consume, which is made up of various attributes like perception, attention and emotion effect, cognition and feedback. Instagram, a social network for sharing still and moving images, is one of the platforms with the highest level of growth in recent years. Through the quantitative methodology using a factorial analysis, the main engagement attributes that young Mexicans perceive to experience with IGTV were established. The results suggest that young Mexicans consume Instagram TV motivated by entertainment needs, by their interest in various topics and in people who share the information they are interested in. IGTV generates value for them regarding purchase decisions and information relevant to their life and, in short, challenges them to think, reflect and to emotionally connect with communities and people.

Keywords : social media; consumption; factorial analysis; audiences; university student; Mexico.

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