The Mediation Effect of Experience: Emotional Content and Facebook Usage Among Generation Z Netizens at the Selected Universities in Indonesia

Bugi, Satrio Adiwibowo and Juhary, Ali (2021) The Mediation Effect of Experience: Emotional Content and Facebook Usage Among Generation Z Netizens at the Selected Universities in Indonesia. Forum Ilmiah, 18 (4). pp. 686-696.

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Abstract

Facebook as a platform to convey messages and emotional contents become popular and most shared by utilizing its sophisticated features, become popular in Z Generation. This research purpose is to examine and compare the effect of Z generation’s experience as mediating variable on the relationship of emotional content (happiness, sadness, uniqueness, and contradiction), towards Facebook Usage. Besides, this research also explains the pattern of Generation Z in using Facebook by applying the AIDA Model. The research involved 242 Generation Z respondents, with quantitative method with Structural Equation Model (SEM) and Sobel Test to detect the mediation effect. Direct effect of the Emotional Content –Contradiction on Facebook Usage is not significant (0.518>0.05), while happiness, sadness, and uniqueness are significant. After being mediated by the Experience, the direct effect becomes significant (0.000<0.05). It shows that the Experience variable mediates the relationship between Emotional Content (esp. Contradiction contents) and Facebook Usage.

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