Factors that typify habits, perceptions and consumption of content in the purchase actions of Centennials on Instagram

Abstract

Centennials are more willing to buy on social networks, although differences in the use and consumption of Instagram content and information among members of this generation are evident, suggesting that their buying behavior may also differ. Therefore, in this research, we propose to classify the buying behavior of Z's in this social network based on their attitude towards advertising and app usage. A quantitative approach was approached through a confirmatory factor analysis followed by a hierarchical clustering test in a sample of 494 participants between 18 and 29 years old from Colombian cities and municipalities and different socioeconomic levels. It was found that the dimensions of use, purchase actions, content consumption, social interest, advertising liking, advertising attentiveness, and safety are present in the behavior of users in the social network. These variables were used to expose three typologies of behavior, concluding that there are different purchase behaviors and attitudes towards advertising displayed in the digital medium.