The Mediation Effect of Experience: Emotional Content and Facebook Usage Among Generation Z Netizens at the Selected Universities in Indonesia
Facebook as a platform to convey messages and emotional contents become popular and most shared by utilizing its sophisticated features, become popular in Z Generation. This research purpose is to examine and compare the effect of Z generation’s experience as mediating variable on the relationship o...
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| Main Authors: | , |
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| Format: | Journal |
| Language: | English |
| Published: |
2021
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| Online Access: | http://ur.aeu.edu.my/1005/1/UEU-Journal-23176-11_2240.pdf http://ur.aeu.edu.my/1005/ |
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| Summary: | Facebook as a platform to convey messages and emotional contents become popular and most shared by utilizing its sophisticated features, become popular in Z Generation. This research purpose is to examine and compare the effect of Z generation’s experience as mediating variable on the relationship of emotional content (happiness, sadness, uniqueness, and contradiction), towards Facebook Usage. Besides, this research also explains the pattern of Generation Z in using Facebook by applying the AIDA Model. The research involved 242 Generation Z respondents, with quantitative method with Structural Equation Model (SEM) and Sobel Test to detect the mediation effect. Direct effect of the Emotional Content –Contradiction on Facebook Usage is not significant (0.518>0.05), while happiness, sadness, and uniqueness are significant. After being mediated by the Experience, the direct effect becomes significant (0.000<0.05). It shows that the Experience variable mediates the relationship between Emotional Content (esp. Contradiction contents) and Facebook Usage. |
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