Factors Influencing IGTV Usage and Adoption among Generation Z: A Case Study from the Instagram Perspective

Abstract

Aim of the Study: Despite social networking sites have gained much popularity during the past few years, these platforms are still evolving. New features are added every day and services are improved for the users. Researchers also examined the factors that influence IGTV usage as an important characteristic of Instagram by using the Structural Equal Modeling approach.

Methodology: Researcher executed a cross-sectional study design and gathered the required data by using close-ended, self-administered survey-based questionnaires. Data was gathered from (n= 300) individuals and carefully analyzed the responses.

Findings: Findings indicated that social influence and expectations confirmation for idea sharing and building trust are the dynamic factors behind IGTV adoption and usage by the Pakistan students. As a result, Generation Z shares their idea and builds their trust through IGTV usage. However, here the role of behavioral intention is of greater significance as it bridges the gap between idea sharing, building trust, and IGTV usage.

Conclusion: The study concluded that the characteristics and services offered by social networking affect one’s behavior to continue this usage. When information sharing and receiving is possible on finger-tips an individual automatically starts preferring the technology. Furthermore, study discussed and contribution and limitations accordingly.