Engaging Gen Z through Personalized Social Media Content: The Mediating Role of Perceived Relevance on Platform Engagement
Qais Hammouri,
Nawras M. Nusairat,
Abdullah A.M AlSokkar,
Asma Mohammad Jdaitawi,
Ali M. Mistarihi,
Dana Abed Alhakim Akhuirshaideh and
Sakher Faisal AlFraihat
Data and Metadata, 2025, vol. 4, 918
Abstract:
The raising usage of social media lead to an increase in the importance of platform engagement by Gen Z through personalized content provided by these platforms. However, the aim of this study is to understand the role of both personalization and interactivity in supporting the experience of Gen Z through investigating the mediating role of perceived relevance on platform engagement. This study utilized a sample of 412 from Gen Z to explore the proposed hypotheses. The data was collected using a survey containing 17 items to measure the proposed constructs and the collected data analyzed using SEM-PLS. The findings revealed that all the proposed hypotheses are supported. Specififically, the study found that content personalization and content interactivity lead to support the perception of relevance. Moreover, the findings also revealed that perception of relevance could be enhance the platform engagement through their mediating role in the relationship between content personalization and platform engagement, and between content interactivity and platform engagement. Such findings contribute to implementing content strategies by marketers to support the engagement of Gen Z in social media.
Date: 2025
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:dbk:datame:v:4:y:2025:i::p:918:id:1056294dm2025918
DOI: 10.56294/dm2025918
Access Statistics for this article
More articles in Data and Metadata from AG Editor
Bibliographic data for series maintained by Javier Gonzalez-Argote ().