A Conceptual Framework for Determining Social Media Dependency (SMD) among Gen Zers

Pressca Neging, Jati Kasuma Ali, Noraini Nasirun and Yusman Yacob
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Pressca Neging: Faculty of Business Management, Universiti Teknologi MARA Sarawak. 96400 Mukah, Sarawak, MALAYSIA
Jati Kasuma Ali: Faculty of Business Management, Universiti Teknologi MARA (UiTM) Sarawak Branch, Kota Samarahan, MALAYSIA
Noraini Nasirun: Faculty of Business Management, Universiti Teknologi MARA Sarawak. 96400 Mukah, Sarawak, MALAYSIA
Yusman Yacob: Faculty of Business Management, Universiti Teknologi MARA Sarawak. 96400 Mukah, Sarawak, MALAYSIA

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 4138-4147

Abstract: This study proposed a conceptual framework for extending Media System Dependency (MSD) Theory in the study of Social Media Dependency (SMD). The framework is proposed based on in-depth analysis of determining influencing factors from social media dependency perspective. Extensive review of literature on three different domains namely social system, social media system and entrepreneurial system was carried out to propose the conceptual framework. Books and research articles on social media dependency or addiction were also consulted to see the emerging trends in global management and communication settings. Drawing from MSD Theory, a determining system; entrepreneurial system was proposed that highlights the factors that can play important roles in developing SMD among Gen Zers. It is argued that potential entrepreneurs, education, and entrepreneurial intention are a few of the important entrepreneurial elements in social media usage which can significantly develop Gen Zers SMD. It has also been proposed that MSD theory is known for making individuals develop dependency relations with the media if they find the resources provided by the media helpful in accomplishing various goals. This study is conceptual in nature. Proposed hypotheses need to be verified empirically, and this study is the first of its kind to observe Gen Zers SMD from three lens namely social system, social media system and entrepreneurial system simultaneously. The idea will significantly add value to MSD Theory, SMD and generational cohort’s literatures.

Date: 2025
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