Usage Behaviors, Satisfactions and Utilizations from Social Media of Consumers Generation B, X, Y, and Z

Abstract

          The objective of this research was to study the usage behaviors, satisfaction levels, and utilization of social media among consumers from Generation B, X, Y, and Z. A quantitative research approach was used by applying a survey method to collect data at a single point in time as specified. The study focused on 400 consumers across the four generational groups by utilizing purposive sampling, quota sampling, and accidental sampling techniques. The data were analyzed using statistical methods, as well as descriptive statistics, F-test/One-Way ANOVA.

           In conclusion, the findings revealed that each generation exhibited distinct behaviors and objectives in their social media usage. Facebook was emerged as the most frequently used platform across all generations, primarily serving entertainment purposes. Additionally, social media was important in exposure to content related to product and service transactions. This study also found that overall satisfaction with social media usage was at a high level with convenience for being a key factor influencing user satisfaction. Furthermore, the benefits derived from social media usage were also rated highly, particularly in terms of facilitating communication, information sharing, and online interactions.