Can Social Media Consumption behaviour shape personalities? -A comparison between GenZ and GenAlpha
Year: 2023
Type: article
Study design: Observational Study
Abstract: Purpose: The research aims to find the answer to the question if social media consumption behavior can shape personalities and a comparison has been made between GenZ and GenAlpha. Design/Methodology/Approach: Two surveys consisting of total 150 respondents,75 respondents each were conducted. The two types of respondents were the GenZ and GenAlpha. The respondents of GenZ are basically the students at University and Freshers who just landed to a job. For the GenAlpha cohort students from a private school were surveyed through a Bengali questionnaire provided in hardcopy to get the responses. For getting more detailed information about the GenAlpha cohort schoolteachers were also included as expert opinion and secondary data analysis has also been analyzed for better insights. Findings: According to the study, all five personality traits—extraversion, neuroticism, openness to new experiences, agreeableness, and conscientiousness—have a considerable impact on media consumption, which shapes the personalities of different generations. Practical Implications & Conclusion: Research on social media consumption among Gen Z and Gen Alpha can help managers understand their unique traits, values, and interests. This knowledge can be used to modify workplace regulations, product development, and marketing tactics to effectively engage and manage these generations. Understanding media consumption habits can also be applied to internal communications and marketing information.
Source: The Business & Management Review
Authors: Afrinsorwat Khan Faika, Mashruha Zabeen
Institution: East West University
Language: English
Subfield: Life-span and Life-course Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4390860280