Y ve Z Kuşaklarında Sosyal Medya Kullanım Motivasyonlarının Karşılaştırmalı Olarak Keşifsel Analizi
Exploring the Motivations for Social Media Use in Generations Y and Z: A Comparative Analysis

Summary/Abstract: This study's primary objective is to comparatively analyze the motivations behind social media use among Generations Y and Z, the most intensive users, to identify similarities and differences. The research specifically seeks to answer what the purposes of social media use are for these generations and whether a motivational difference exists between them. The study employed a qualitative approach using semi-structured, in-depth interviews. A non-random sampling method, specifically purposive sampling (judgmental sampling), was utilized. The in-depth interview script was adapted from previous academic studies. The data collected from the interviews were analyzed using content analysis and categorized into themes. The analysis revealed significant similarities in the social media use motivations of both generations. The most common motivations for both generations were identified as staying connected with their social circle, information seeking, and entertainment. Additionally, motivations such as leisure time, relaxation, surveillance, self-expression, image creation, belonging, and economic benefits were found to be common to both generations. While some previous studies in the literature identified additional motivations such as professional use, archiving, and "trending" as specific to Generation Z, this study found these to be motivational factors for both generations. However, the motivation to find/seek solutions for conflicts was observed to be a notable driving force for social media use in Generation Z. While the study highlights the fundamental motivational similarities between Generations Y and Z, it also reveals a previously unobserved difference: the motivation to find/seek solutions for conflicts. The findings of this study are expected to help social media platforms and businesses communicating on these platforms develop more effective and dynamic communication strategies for their target audiences, Generations Y and Z.

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