European Journal of Molecular & Clinical Medicine

Abstract

This article study the role of content and emotion of Instagram posts that most capture the followers' attention, focusing especially on the Gen Z in Malaysia. Gen Z makes up to 26% of Malaysia’s population and has unique characteristics that set them apart from the Millennials and Baby Boomers, particularly in the way they consume content and relate to brands. The analysis done contributes to advance the existing feed type in Instagram content by examining the users’ engagement on video content virility of entertainment and breaking news feed among Gen Z. Instagram insights is used to extract data on the actual behavior of the “Kini Viral” page, which has 334000 followers. Two interaction metrics involved in this study which are likes and shares. Analysis done using Matlab shown that overall, Gen Z is more triggered by the entertainment content rather than the breaking news content. The followers tend to “like” the content posted, but not necessarily share the posts.