The Generation Z and their Social Media Usage: A Review and a Research Outline

Abstract

The paper tries to explore the awareness of how the present Generation Z is using the social media as well as to review its repercus­sion on them as an individual’s, organization and society as a system. The paper demarcates Generation Z from other branches of generation with a systematized differentiation in the behaviour, principles and choices which are constant over the time. It outlines their social media usage and intra-generational difference springing from environmental factors and personal factors. Personal factors are divided into steady and driving factors. The paper brings forward how the futuristic Generation Z’s use of social media influences them as an individual’s, organization and society. It also attempts to bring forward certain managerial repercussions and to them and a research outline.

Earlier researches on access of social media by Generation Y as well as Generation Z give rise to certain queries which are yet to be answered. They laid focus mainly on the US & UK, ignoring other regions and countries (including nation like India which com­prises of 28% of youths) with huge and rapidly increasing share of Generation Y’s & Z’s populations; and where the determinants of social-media usability would vary considerably; the customer set under these studies are those whose behaviour are inclined to vary as they move on the different phases of their life cycle; they tried to understand Generation Z’s social media use but misses to look at the controllers as well as aftermaths of social-media usage. The theoretical frame of reference brought forward in this paper harvests a thorough set of investigation questions and designs the pathway for considering the predecessors & outcomes of social networking used by Gen Z. It tries to identify certain ignored queries regarding Gen Z’s and their social media usability, along with also sketches practical insights for various decision makers.