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공공누리This item is licensed Korea Open Government License

Title
Social Media Stickiness in the Z Generation: A Study Based on the Uses and Gratifications Theory
Author(s)
Hoque, SaifulHossain, Md. Alamgir
Publisher
Korea Institute of Science and Technology Information
Publication Year
2023-12-30
Abstract
The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in nature. For the analysis of 258 survey samples, structural equation modeling methodology was used. The results show that social media engagement and social media stickiness are positively impacted by uses and gratifications motivations such as social interaction, information, convenience, and entertainment. The study also found evidence of a relationship between uses and gratification motivations and social media stickiness, which is also mediated by emotional attachment. Understanding the motivations and gratifications sought by Z Generation users on social media platforms can help design strategies to enhance engagement and loyalty, ultimately leading to improved user retention and platform success. By identifying and addressing the specific needs and desires of the Z Generation, social media platforms can tailor their features, content, and user experiences to foster a stronger sense of connection and satisfaction, resulting in increased user engagement and prolonged usage.
Keyword
uses and gratifications motivations; emotional attachment; social presence; social media stickiness
Journal Title
Journal of Information Science Theory and Practice;Volume 11 Issue 4
ISSN
2287-4577
DOI
https://doi.org/10.1633/JISTaP.2023.11.4.6
Files in This Item:
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Appears in Collections:
8. KISTI 간행물 > JISTaP > Vol. 11 - No. 4
Type
Serial
URI
https://repository.kisti.re.kr/handle/10580/19106
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