Uses and Gratifications of Generation Z within Social Networks: A Dialectical Investigation into the Facebook Domain

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.