Online Social Media Usage Behavior, Attitude, Satisfaction, and Online Social Media Literacy of Generation X, Generation Y, and Generation Z

Abstract

This study has the objective to examine the online social media usage behavior, factors affecting online social media usage behavior, attitudes, satisfaction of online social media use, and online social media literacy of consumers from Generation X, Y, and Z. This is quantitative research utilizing a questionnaire as the data collection tool from Generation X, Y, and Z. Data were collected from 1,200 respondents. The research findings indicated that online social media usage behavior of Generation X, Y, and Z respondents were at a high level. For Generation X, it was found that the highest ranked was the online social media usage behavior for academic purposes and mass communications. For Generation Y, the highest ranked was communications. In the case of Generation Z, it was found that the highest ranked was the online social media usage behavior for academic purposes and mass communications. The factors that influenced Generation X online social media usage behavior were personal characteristics, motivation, and the ability of the individual to exchange knowledge, which could be used in terms of marketing. For Generation Y, it was found that the factor that influenced online social media usage was the benefit from use such as keeping in touch with friends and acquaintances as well as making new friends. For Generation Z the factors that influenced online social media usage behavior were personal characteristics, motivation, and the ability of the individual to exchange knowledge, which could be used in terms of marketing. In terms of attitudes and satisfaction to online social media usage of Generation X and Generation Z, the respondents found the happiness in sharing stories, images, and videos through online social media with their friends that was appreciated the most. For Generation Y knew best that online social media has both positive and negative aspects. The levels of online social media literacy of Generation X, Y, and Z were high. The highest ranked item was should there be any doubt, information would be sought from more than two sources for deciding to trust the information received.