An Exploratory Research to Reveal the Habits, Motivations, and Tendencies of Generation Z to Use Social Media Platforms as A Leisure Activity

Abstract

Generation Z’s (Gen-Z) technology-centered lifestyles have resulted in a departure from traditional behavior patterns, particularly in their use of social media platforms (SMPs) for leisure activities. In this regard, an exploratory, qualitative research approach was adopted in the present study, which deeply understands the perceptions and feelings of Gen-Z members’ engagement with the SMPs for their leisure pursuits. Inductive content analysis was performed on the data collected from 107 Gen-Z member university students selected using convenience sampling. The perspectives and internal and external motivations of Gen-Z members towards producing content on SMPs are discussed within the scope of social comparison and social presence theories, while their views on whether to perform recreational activities are built on the theoretical foundations of leisure constraints (intrapersonal, interpersonal, and structural) and facilitators. Gen-Z behaviors regarding joining or not joining groups were framed based on social media engagement (behavioral, affective, and cognitive) and leisure constraints. The results obtained will lead to the opening of new discussion areas for the creation of modern marketing strategies for the recreation industry, marketing organizations, and public institutions and organizations.