Article: Social media usage and behaviour among Generation Y and Z in Malaysia Journal: Middle East Journal of Management (MEJM) 2021 Vol.8 No.5 pp.405 - 425 Abstract: Social media is an important outlet for media agencies as they have wide reach and impressive targeting tools which conventional marketing lack. The main objective of the present research is to investigate the relationship between satisfaction through social media usage among Generation Y and Z in Malaysia and their five social needs, namely relationship, learning, recognition, diversion, and progression. The study employed a survey method whose sample was drawn from the youths in Malaysia. The survey questionnaire was distributed among the targeted group using a link through SurveyMonkey website. The questionnaire was pre-tested by two professors in the related field. Altogether, 98 usable completed questionnaires were received. The study finds that satisfaction through the usage of social media among Generation Y and Z in Malaysia is significantly related with the users' diversion and learning needs. The study also finds that the Generation Y and Z are fully dependent on smartphones for social media usage. Another finding is that 34% of the respondents spent more than six hours per day in using various social media. The work concludes that there is a need to promote more sensitive approaches in the social media marketing and to provide a passage for marketers to use while developing their marketing plans. Inderscience Publishers - linking academia, business and industry through research

Title: Social media usage and behaviour among Generation Y and Z in Malaysia

Authors: Ahmed Azmi Dalol; Rafikul Islam; Kabir Sardar Md. Humayun

Addresses: Graduate School of Management, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia ' Department of Business Administration, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia ' Department of Business Administration, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia

Abstract: Social media is an important outlet for media agencies as they have wide reach and impressive targeting tools which conventional marketing lack. The main objective of the present research is to investigate the relationship between satisfaction through social media usage among Generation Y and Z in Malaysia and their five social needs, namely relationship, learning, recognition, diversion, and progression. The study employed a survey method whose sample was drawn from the youths in Malaysia. The survey questionnaire was distributed among the targeted group using a link through SurveyMonkey website. The questionnaire was pre-tested by two professors in the related field. Altogether, 98 usable completed questionnaires were received. The study finds that satisfaction through the usage of social media among Generation Y and Z in Malaysia is significantly related with the users' diversion and learning needs. The study also finds that the Generation Y and Z are fully dependent on smartphones for social media usage. Another finding is that 34% of the respondents spent more than six hours per day in using various social media. The work concludes that there is a need to promote more sensitive approaches in the social media marketing and to provide a passage for marketers to use while developing their marketing plans.

Keywords: marketing plan; social media; Generation Y and Z; Malaysia.

DOI: 10.1504/MEJM.2021.117506

Middle East Journal of Management, 2021 Vol.8 No.5, pp.405 - 425

Received: 11 Apr 2020
Accepted: 23 Jun 2020
Published online: 10 Sep 2021 *

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Title: Social media usage and behaviour among Generation Y and Z in Malaysia

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