YouTube Use Motivations of Generation Z
YouTube Use Motivations of Generation Z

Summary/Abstract: Referred to as the “Network” teenagers, Generation Z socialize by using YouTube and communicating almost entirely by means of digital technological tools. Generation Z who were born into a consumption society in which speed gained importance, create their own world under the influence of social practices, thereby noticeably revealing the intergenerational change in values. Within this scope, some 654 respondents were surveyed by employing the method of random sampling in order to reveal whether there were differences in the use motivations Generation Z YouTube users. In the research, it turned out that YouTube use motivations of the primary school students and the secondary school students and the tools whereby they accessed YouTube weekly and daily differed. It was concluded that the state of being peers was significant in terms of the YouTube use motivations of primary school Generation Z users and that one should therefore concentrate on digital media literacy.

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