Uses and gratifications of Generation Z within social networks: A dialectical investigation into the Facebook domain

Abstract

To date, little research has considered how various types of gratificationsoperate within SNSs such as Facebook (LaRose et al. 2001; Quan-Haaseand Young, 2010; Wang, 2015). To address this gap, we exploreGeneration Z’s motivational behaviour through the lens of Uses andGratifications Theory. Additionally, we investigate the types ofgratification obtained by Generation Z through Facebook. The researchadopted an interpretivist philosophy and employed a qualitativeapproach. The data collection method used semi-structured interviews,in conjunction with qualitative digital diary research. Researchparticipants were requested to record emotions, behaviours and opinionsin their digital diaries over a consecutive seven-day period. Corbin andStrauss’ (1990) Grounded Theory classification, methodological memosand Rose’s (2016) visual analysis assisted in the data analysis process.Generation Z are motivated to utilise Facebook in an attempt to attain theirprimary gratifications. They envisage attaining a sense of digitalempowerment through gratifying their primary motivational needs. This isachieved through leveraging the quality of content produced withinFacebook, which subsequently prompts the attainment of their primarygratifications. It is pivotal marketing communications practitionersproduce content that comprises elements of creativity, emotion, humour,authenticity, transparency, tailored messaging, or incorporating facets ofstorytelling. Consequently, Generation Z Facebook users are incentivisedto interact with the produced content and subsequently attain primarygratifications. Additionally, Generation Z will develop a positiveperception to both the brand and the Facebook platform itself.