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1. Introduction
Advertising effort, which used to be the key force of promotional campaigns, is becoming less effective. As the mobile device became the number one plane of recipient–content contact, a minimalistic trend emerged followed by significant changes. These changes are driven by information and communication technology (ICT) innovations. Organisations now have to optimise their resources using modern ICT, which revolutionised business-market communication. Social media play an essential role in this process. It is, therefore, reasonable to investigate the use of social media by various user groups (Felix et al., 2017). The objective of the paper is to analyse the use of social media and its impact on intrinsic motivation in Generation Z in Poland. For Generation Z, the digital world has always been there. This generation grew up in the world of modern technologies (Berkup, 2014). Their source of knowledge is the internet. Information has to be retrieved quickly. They are oblivious of the world without digital technologies and have the urge to affect their surroundings. This is why Generation Z is sometimes referred to as Generation C (C for connected), with “C” staying for their frequent use of the internet and social media for private and professional communication (Hardey, 2011). Strictly speaking, Generation Z includes people born from 1994 to 2010, but a subgroup of those born between 1994 and 2002 stands out. It is a social group that uses ICT extensively and will enter the labour market in the coming years. It is also a group of active buyers (consumers, recipients of content, etc.) who use online tools to share information, for education, to look for entertainment and during shopping.
The research involved three dimensions. The first one focused on the frequency of use of social platforms, the second one involved recent changes in the frequency of use and the third investigated how they were used. The particular focus of the third dimension was posting of own content and browsing content published by other users. The survey additionally included a “general question”. It asked about the opinion on the use of social media and social communication tools in the years to come. The last part of the questionnaire included an open-ended question about the impact of social media on motivation. The...