User Perceptions of Social Media Among Generation Z Through the UTAUT2 Model
User Perceptions of Social Media Among Generation Z Through the UTAUT2 Model

Summary/Abstract: Social media currently play a key role in the lives of young people, especially inmembers of Generation Z who have grown up in a digitally connected world. Thisgeneration is characterized by a high level of digital literacy, constant online presenceand a strong proclivity towards mobile technologies. This paper presents the resultsof research focused on the attitudes and perceptions of social media in this generation,with a focus on students of Media and Communication Studies in Slovakia. Itexamines the extent to which factors such as Performance Effort, Effort Expectancy,Social Influence, Facilitating Conditions, Hedonic Motivation, Habit, and BehavioralIntention affect perceptions of use of the most widely used social media.The results of the study provide valuable insights into how Generation Z interactswith social media and what motives drive them to engage in this interaction.Given their impact on the market, the media and social events, this knowledge issignificantly beneficial for experts in the fields of marketing communications, mediaand education.

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