Social media consumption in Klang Valley: Generation Z's desired content of Instagram
Knowing the preferences and the habits of the Gen Z, the influential social media marketing targets, is very important for marketers and the brands that operate in the fast-paced world of social media marketing. This study discusses how Gen Z uses the highly popular Instagram as a content discover...
| Main Author: | |
|---|---|
| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
|
| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/6424/ http://eprints.utar.edu.my/6424/1/Social_Media_Consumption_in_Klang_Valley_Generation_Z%E2%80%99s_Desired_Content_on_Instagram_Kee_Chian_Yue__CC_FYP_(1).pdf |
| _version_ | 1848886675116130304 |
|---|---|
| author | Kee, Chian Yue |
| author_facet | Kee, Chian Yue |
| author_sort | Kee, Chian Yue |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | Knowing the preferences and the habits of the Gen Z, the influential social media marketing targets, is very important for marketers and the brands that operate in the
fast-paced world of social media marketing. This study discusses how Gen Z uses the highly popular Instagram as a content discovery and ad interaction platform and what
various brands can do to provide Gen Z with content they truly enjoy. An online survey with 150 Gen Z participants at Klang Valley, Malaysia was utilized, and results obtained from quantitative method. According to the findings, Instagram is very much a Gen Z app, they actively consume contents like talent showing, meme sharing and more. Under the Uses and Gratifications Theory studying the patterns of behavior of Generation Z, the investigation emphasizes the priority activities of this generation, including liking, sharing stories, and sending direct messages that trend due to amusement. These findings provided detailed information on how to come up with an effective digital strategy that creates a sustainable relationship with the Gen Z group.
|
| first_indexed | 2025-11-15T19:42:15Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-6424 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:42:15Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-64242024-06-19T02:29:56Z Social media consumption in Klang Valley: Generation Z's desired content of Instagram Kee, Chian Yue H Social Sciences (General) QA76 Computer software Knowing the preferences and the habits of the Gen Z, the influential social media marketing targets, is very important for marketers and the brands that operate in the fast-paced world of social media marketing. This study discusses how Gen Z uses the highly popular Instagram as a content discovery and ad interaction platform and what various brands can do to provide Gen Z with content they truly enjoy. An online survey with 150 Gen Z participants at Klang Valley, Malaysia was utilized, and results obtained from quantitative method. According to the findings, Instagram is very much a Gen Z app, they actively consume contents like talent showing, meme sharing and more. Under the Uses and Gratifications Theory studying the patterns of behavior of Generation Z, the investigation emphasizes the priority activities of this generation, including liking, sharing stories, and sending direct messages that trend due to amusement. These findings provided detailed information on how to come up with an effective digital strategy that creates a sustainable relationship with the Gen Z group. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6424/1/Social_Media_Consumption_in_Klang_Valley_Generation_Z%E2%80%99s_Desired_Content_on_Instagram_Kee_Chian_Yue__CC_FYP_(1).pdf Kee, Chian Yue (2024) Social media consumption in Klang Valley: Generation Z's desired content of Instagram. Final Year Project, UTAR. http://eprints.utar.edu.my/6424/ |
| spellingShingle | H Social Sciences (General) QA76 Computer software Kee, Chian Yue Social media consumption in Klang Valley: Generation Z's desired content of Instagram |
| title | Social media consumption in Klang Valley: Generation Z's desired content of Instagram |
| title_full | Social media consumption in Klang Valley: Generation Z's desired content of Instagram |
| title_fullStr | Social media consumption in Klang Valley: Generation Z's desired content of Instagram |
| title_full_unstemmed | Social media consumption in Klang Valley: Generation Z's desired content of Instagram |
| title_short | Social media consumption in Klang Valley: Generation Z's desired content of Instagram |
| title_sort | social media consumption in klang valley: generation z's desired content of instagram |
| topic | H Social Sciences (General) QA76 Computer software |
| url | http://eprints.utar.edu.my/6424/ http://eprints.utar.edu.my/6424/1/Social_Media_Consumption_in_Klang_Valley_Generation_Z%E2%80%99s_Desired_Content_on_Instagram_Kee_Chian_Yue__CC_FYP_(1).pdf |