Social media has become vital in Generation Z users' daily lives as they are the most
connected group through social media however studies have shown the negative side of using
social media heavily particularly loneliness. Furthermore the COVID-19 pandemic has
contributed to the significant growth of social media use with Generation Z users which has
shown to cause negative psychological effects. This book explores the behaviors of Generation Z
consumers on various social media platforms (including interaction with brands as well as
persons) and using results from a Bergen Social Media Addiction Scale (BSMAS) analysis
explores the potential risks and causes of social media addiction in this generation. In
particular it offers an integrative model to help marketers understand social media addition
and ways in which companies and associations can promote a more conscious use of social media
by acknowledging that pathological use of social media has negative effects. This book is
useful for students researchers scholars interested in empirical research on consumer social
media use and addiction.
