Social Media Motivations and Crisis Engagement Among Generation Z: A Uses and Gratification Perspective

Social Media Motivations and Crisis Engagement Among Generation Z: A Uses and Gratification Perspective

Kumasi, Ghana & Virtual

Generation Z's growing use of social media during crises raises important questions about their motivations. This study applies Uses and Gratification Theory to investigate how four motivations — entertainment, social recognition, information sharing and altruism- drive Gen Z’s media use during emergencies and whether empathy moderates these effects. Using a scenario-based survey of 319 respondents and Partial Least Squares Structural Equation Modelling analysis, findings reveal that social recognition and altruism motivation significantly influence social media use intensity, while entertainment seeking and information sharing intention do not. Importantly, social media use intensity simultaneously predicts both prosocial need fulfilment and content validation gratification, confirming that social media engagement is not inherently harmful. Empathy shows no moderating effect. This research advances UGT by introducing a time-sensitive crisis context. In practice, social media platforms should implement real-time nudges that prioritize helping.