A Comparative Study of Social Media Interaction and User Engagement Between Gen Z and Gen X

Abstract

This study aims to compare the differences between Generation Z and Generation X in social media interaction behaviors and user engagement, and explore the significant differences and influencing factors between different generation groups in interactive content preferences, interactive characteristics, brand engagement and other aspects on social media platforms. Through the empirical analysis of the interactive behaviors of different generations, this study finds that Generation Z is more inclined to use video content and short video platforms than Generation X, has higher interaction frequency, and shows more entertainment and informal language styles during interaction. In contrast, Gen X prefers formal, normative language and is more focused on brand image and long-term value, with interactions showing more rational decision-making characteristics. The study further revealed the moderating effect of product type on the content and interaction characteristics of social media interaction. FMCG social media interaction paid more attention to entertainment and visual impact, while consumer durables emphasized the depth of information and the authority of products. Based on these differences, this study proposes social media marketing strategies for different generational groups, with a view to providing theoretical support and practical guidance for brand interaction design and user engagement enhancement on social media. Through personalized and differentiated marketing strategies, brands are better able to increase the engagement and brand loyalty of users across different generations, thereby gaining a sustained market advantage in the highly competitive social media environment.