Exploring Gen Z's perception of social media: the line between intrusiveness and engagement

Rachel G.

Order the writing of a tailor-made Sociology & social sciences Term papers

Free quote online

Thesis Format .docx

Exploring Gen Z's perception of social media: the line between intrusiveness and engagement

Download

Read an extract

Themes

Generation Z, social media, marketing strategy, digital marketing, intrusiveness, engagement, digital realm, advertising, evolution of social media advertising, personalized advertisement, digital natives, social media marketing, brand image, Instagram, TikTok, Messenger, WhatsApp, Viber, peer influence, target audience

Reader
Abstract
Contents
Extract

Abstract

We live in an era that is marked by the omnipresence of social media and it is irrefutable that over the past few decades, social media advertising has undergone a profound transformative evolution. Generation Z (Gen Z), often considered to be the first generation that has been brought up in an entirely digital world, finds itself immersed in this world where social media plays a significant role in their daily lives. This digital landscape has not only changed the way we perceive the world but also the way we act within it.
(...)
Born between 1995 and 2010, Gen Z is marked by its almost natural familiarity with digital technology and more specifically, social media platforms. Various social media platforms have created a space for self-expression, socialization, and exploration, we could even add, an extension of their identities. This cohort has substantially contributed to the drastic changes that have been observed in the traditional advertising methods and the mounting skepticism or even rejection they have faced. It is safe to say that Gen Z is here to stay - not only does it represent the present but it is also expected to lead the future of the social media advertising environment.
(...)
One of the greatest challenges that marketers nowadays have to overcome is to find the balance between engagement and intrusiveness. In this landscape, Gen Z stands out as the predominant user of social media among all generations. However, as Gen Z members are exposed to an overwhelming amount of content daily, they have become quite selective about the social media ads that they come across and their judgment of them.
(...)
This study aims to explore the multifaceted perceptions of Gen Z towards social media advertising, dissecting the factors that contribute to their sense of intrusiveness and examining what constitutes engaging content. Through qualitative analysis and hypothesis testing, we will shed light on the subtle nuances that shape their preferences and attitudes.

Introduction
1. Background
2. Citizens of the Digital Realm
3. The Thin Line Between Intrusiveness and Engagement
4. Redefining the Advertising Norms
5. Main Research Questions
6. Research Aim and Structure
Literature Review
1. Generation Z and their Key Characteristics
2. The Evolution of Social Media
3. The Evolution of Social Media Marketing
4. The Importance of Intrusiveness and Engagement in Social Media Marketing
5. Previous Research on Gen Z's Perceptions of Social Media Advertising
6. Gaps in the Existing Literature
7. Theoretical Framework for the Study
Methodology
1. Research design
2. Data Collection Methods
3. Participant Selection and Demographics
4. Data Analysis Techniques
5. Ethical Considerations
Perception of Intrusiveness and Engagement
1. Definition and Measurement of Intrusiveness in Social Media Advertising
2. Factors Influencing Gen Z's Perception of Intrusiveness
3. Definition and Measurement of Engagement in Social Media Advertising
4. Factors Influencing Gen Z's Engagement with Social Media Advertisements
5. Presentation of Survey Questions Related to Hypotheses
Hypotheses Testing and Analysis
1. Presentation of Survey Results
2. Qualitative Analysis of Interview Responses
Implications for Marketing Strategies
1. Discussion of the Practical Implications of the Research Findings
2. Recommendations for Marketers Targeting Generation Z
Conclusion
1. Summary of Key Findings
2. Limitations of the Study and Areas for Future Research

Get this table of contents for free after login.

Extract

[...] and Xia, S Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, [online] 122, pp.835 - 846. https://doi.org/10.1016/j.jbusres.2020.06.025. de Casterlé, B.D., Gastmans, C., Bryon, E. and Denier, Y QUAGOL: A guide for qualitative data analysis. International Journal of Nursing Studies, [online] pp.360 - 371. https://doi.org/10.1016/j.ijnurstu.2011.09.012. Chang, Y.-T., Yu, H. and Lu, H.-P Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, [online] pp.777 - 782. https://doi.org/10.1016/j.jbusres.2014.11.027. [...]

[...] [online] 1 Oliver's Yard City Road London EC1Y 1SP: SAGE Publications Ltd. https://doi.org/10.4135/9781529622782. Pradhan, D., Kuanr, A., Anupurba Pahi, S. and Akram, M.S Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, [online] pp.27 - 47. https://doi.org/10.1002/mar.21749. Sandelowski, M Real qualitative researchers do not count: The use of numbers in qualitative research. Research in Nursing & Health, [online] pp.230 - 240. https://doi.org/10.1002/nur.1025. Stone, C.B. and Wang, Q From Conversations to Digital Communication: The Mnemonic Consequences of Consuming and Producing Information via Social Media. [...]

[...] https://doi.org/10.4018/JMME.2020070101. McCrindle, M. and Fell, A Understanding Generation Recruiting, Training and Leading the Next Generation. McCrindle Research Pty Ltd. [online] Available at: < https:>. Miller, T. and Boulton, M Changing constructions of informed consent: Qualitative research and complex social worlds. Social Science & Medicine, [online] 65(11), pp.2199 - 2211. https://doi.org/10.1016/j.socscimed.2007.08.009. O'Reilly, M. and Kiyimba, N Advanced Qualitative Research: A Guide to Using Theory. [...]

[...] A review of the existing literature on intrusiveness, engagement, and perceptions of social media marketing has been included in this study. In addition, interviews were conducted to collect primary data. In most qualitative studies, the most common data collection tool is interviews. Barrett and Twycross (2018) explain that "interviews give the most direct and straightforward approach to gathering detailed and rich data regarding a particular phenomenon" (p. 63). Interviews can be designed and structured according to the nature of the research question, traits of the population, and the approach that is most appropriate as per the researcher. [...]

[...] Based on the information sought from existing studies, it was established that different social media platforms have unique qualities that make them appealing to users and for advertisements. As such, the researcher sought to examine the most popular social media sites amongst the participants in this study. It was found that the most popular platform as reported by the participants is Instagram, which is followed by TikTok, Messenger, Viber, and WhatsApp. The participants revealed that they often use Instagram for entertainment, awareness, to keep communication with friends through its messaging feature, socializing, "to keep up with showbiz news", to "watch my friends' posts and stories" and to "keep up with the celebrities I enjoy". [...]

docx