The Mediation Effect of Experience: Emotional Content and Facebook Usage Among Generation Z Netizens at the Selected Universities in Indonesia

• Main Authors: Bugi, Satrio Adiwibowo, Juhary, Ali
• Format: Journal
• Language: English
• Published: 2021
• Online Access: http://ur.aeu.edu.my/1005/1/UEU-Journal-23176-11_2240.pdf; http://ur.aeu.edu.my/1005/

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.