Social Media Disengagement Among Gen Y and Gen Z: a Quantitative Investigation

• Authors: Chellasamy Aarthy , Almeida Shaeril Micheal , Prakash G S , Nagarathinam Aishwarya , Rangasamy Sangeetha
• Languages of publication: EN

Abstracts

EN

This paper attempts to identify the relationship between Social media disengagement (SMD) and Social media experience (SME), perceived anonymity (PA), perceived credibility (PC) and subjective norms (SN), individual characteristics (IC) and to identify the most widely used social media network among Gen Y and Gen Z. A quantitative survey of 800 participants of Gen Y and Gen Z of Bangalore city were the respondents. A total of 532 responses were received, and the data were analyzed using SPSS. Results reveal that there is no correlation between SMD and SME, PC, PA and SN. However, the disengagement level varies across different social media networks like Instagram, Facebook, Twitter and LinkedIn. The study suggests that degree of social media activity combined with digital literacy enhances social media usage among millennials, and with improved customer engagement in social media, marketers can harness it positively to improve their product offerings and customer base. Social Media Disengagement was first studied in the Indian context and less explored compared to engagement. During the pandemic GenY and GenZ shared and cared for in the online platform, resulting in a sense of belongingness. Hence, their disengagement from social media, generates opportunities for marketers to have better connectivity.

Keywords

EN

Credibility; Digital Natives; Social Media Disengagement; Social Media Experience; Subjective; Norms

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Media Literacy and Academic Research
• Year: 2022
• Volume: 5
• Issue: 1
• Pages: 230-252
• Physical description: media literacy, media education
• Document type: article

Contributors

author

Chellasamy Aarthy

• Christ (Deemed to be) University Faculty of School of Business and Management

author

Almeida Shaeril Micheal

• Christ (Deemed to be) University Faculty of School of Commerce

author

Prakash G S

• Christ (Deemed to be) University Faculty of School of Education

author

Nagarathinam Aishwarya

• Christ (Deemed to be) University Faculty of School of Business and Management

author

Rangasamy Sangeetha

• Christ (Deemed to be) University Faculty of School of Business and Management