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Abstrakt
Social media currently play a key role in the lives of young people, especially in members of Generation Z who have grown up in a digitally connected world. This generation is characterized by a high level of digital literacy, constant online presence and a strong proclivity towards mobile technologies. This paper presents the results of research focused on the attitudes and perceptions of social media in this generation, with a focus on students of Media and Communication Studies in Slovakia. It examines the extent to which factors such as Performance Effort, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Habit, and Behavioral Intention affect perceptions of use of the most widely used social media. The results of the study provide valuable insights into how Generation Z interacts with social media and what motives drive them to engage in this interaction. Given their impact on the market, the media and social events, this knowledge is significantly beneficial for experts in the fields of marketing communications, media and education.
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