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 gratifications

operate within SNSs such as Facebook (LaRose et al. 2001; Quan-Haase

and Young, 2010; Wang, 2015). To address this gap, we explore

Generation Z’s motivational behaviour through the lens of Uses and

Gratifications Theory. Additionally, we investigate the types of

gratification obtained by Generation Z through Facebook. The research

adopted an interpretivist philosophy and employed a qualitative

approach. The data collection method used semi-structured interviews,

in conjunction with qualitative digital diary research. Research

participants were requested to record emotions, behaviours and opinions

in their digital diaries over a consecutive seven-day period. Corbin and

Strauss’ (1990) Grounded Theory classification, methodological memos

and Rose’s (2016) visual analysis assisted in the data analysis process.

Generation Z are motivated to utilise Facebook in an attempt to attain their

primary gratifications. They envisage attaining a sense of digital

empowerment through gratifying their primary motivational needs. This is

achieved through leveraging the quality of content produced within

Facebook, which subsequently prompts the attainment of their primary

gratifications. It is pivotal marketing communications practitioners

produce content that comprises elements of creativity, emotion, humour,

authenticity, transparency, tailored messaging, or incorporating facets of

storytelling. Consequently, Generation Z Facebook users are incentivised

to interact with the produced content and subsequently attain primary

gratifications. Additionally, Generation Z will develop a positive

perception to both the brand and the Facebook platform itself.