Sosyal Medya Kuşaklarının Sosyal Medya Kullanım Seviyeleri ve Tercihleri

Abstract

Social media platforms become central and common meeting point of all generations of different interests and preferences. The main aim of this research is to find out social media usage levels and preferences of X, Y, Z and Baby Boomers. For this purpose, social media usage levels of generations are investigated in “continuity” and “competence” dimensions of “Social Media Usage Scale” developed by Deniz and Tutgun-Ünal (2019). The research was carried out in a general survey model and the sample of the research consisted of 516 individuals of different generations. Some of the major results are as follows: (a) the social media usage levels of generations in continuity and competence dimensions are at moderate level; (b) Generation Y perceive themselves more competent than Baby Boomers and generation Z; (c) Generation Z males perceive themselves more competent than females of the same generation; (d) The generations who use social media more than three hours in a day find themselves higher in continuity and competence than the one who use lower hours; (e) Baby Boomers prefer to use Facebook and generation Y prefers to use Instagram most. On the other hand, generation Z’s preferences toward Instagram and YouTube are in rise.