MODAL ANTECEDENTS OF SOCIAL MEDIA USAGE MOTIVATIONS FOR GENERATION Z IN KAZAKHSTAN

Abstract

The phenomenon of social media and consequent transformations of our life and work represent a
research interest in the area of people’s online behavior, which increasingly impacts marketing science
and practice. Prior studies investigated motivational factors of social media usage. This research aims
to reveal these factors’ antecedents such as different online content formats or virtual experience types.
The study’s output contributes to the enhancement of social media theory. The sample includes 103
KIMEP University’s bachelor students as representatives of generation Z in Kazakhstan. Factor analysis
and structural equation modeling were performed to process the data with the application of SPSS 19.0
and WarpPLS 6.0 programs. Based on the research’s results we suggest three modal antecedents including
verbal-based, pictorial-based, and animated-based virtual experience types, which affect socializing,
entertainment and self-status seeking motivations to use social media. Application of the specific online
content formats to the particular social media gratification is supposed to improve the effectiveness and
efficiency of elaboration and implementation of consumer communication programs and customer relationship
strategy in achieving marketing and sales targets.