Social Media Stickiness in the Z Generation: A Study Based on the Uses and Gratifications Theory
The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Korea Institute of Science and Technology Information
2023-12-01
|
| Series: | Journal of Information Science Theory and Practice |
| Subjects: | |
| Online Access: | https://data.doi.or.kr/10.1633/JISTaP.2023.11.4.6 |