Para a compreensão da engagement nos jovens universitários mexicanos com Instagram TV
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Conteúdo do artigo principal
Resumo
O propósito desse artigo é descrever as experiências que os jovens universitários mexicanos da cidade de
Guadalajara (México) tem com Instagram TV. A importância desse estudo deriva de que o engagement é um
conceito importante para medir a quantidade de tempo, atenção e os detonadores que levam a uma pessoa
a consumir determinada plataforma o conteúdo, sobretudo as redes sociais. A partir da sua conceptualização
e medição, é possível ter elementos para quantificar, com indicadores fidedignos, a qualidade da experiência
dos usuários com os meios digitais que usam. Dita experiência está composta de vários atributos que tem
algum tipo de efeito sensorial, percepção, atenção, cognição, y de retroalimentação. Isntagram, a rede social
para partilhar imagens fixas e em movimento, é uma das aplicações com grande nível de crescimento nos
últimos anos. Através da metodologia quantitativa e uma análises fatorial, estabeleceram-se os principais
atributos de engagement que os jovens mexicanos ao experimentar IGTV. Os resultados sugerem que os
jovens mexicanos usam Instagram TV motivados pelas necessidades de entretenimento e pelo seu interesse
em vários temas e em pessoas que partilham a informação que mais lhes gostam. IGTV gera neles um valor
respeito ao poder compra e da informação importante para a sua vida e, em resumo, e os desafia a pensar
e refletir e a conectar-se emocionalmente com comunidades e pessoas.
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