Specyfika aktywności w mediach społecznościowych osób z pokolenia Z w kontekście ich płci
The specific nature of generation Z's social media activity in the context of their gender

Summary/Abstract: Social media are a dynamically developing environment of activity for many people, especially those from the youngest generations. The aim of the study discussed in the article is the attempt to identify the relationship between the gender and the specificity of social media activity of adult representatives of generation Z in Poland. The adopted research approach draws upon the Stimulus-Organism-Response theory. The primary data were collected by means of a survey carried out in 2024, and then subjected to a quantitative analysis performed by means of the method of comparative analysis, Pearson's chi-square test of independence and Cramer's V contingency coefficient analysis. The study demonstrates that there are statistically significant correlations between the respondents' gender and four of the six analysed variables, i.e. the social media platform most frequently used by respondents (relatively the strongest correlation), the average number of hours devoted daily to social media, the main objectives of using them, and incentives that encourage users to share their opinions with companies on their social media profiles.

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