MEDIA EXPOSURE BEHAVIOR TOWARD INFLUENCERS ON SOCIAL MEDIA OF GENERATION Z

Abstract

Abstract—The purpose of this research was to study the media exposure behavior toward influencers on social media of generation Z. The sample group was 385 people using purposive sampling and convenience sampling from people in popular social networking groups including Facebook, Twitter, Instagram, Line and YouTube. The statistics used in the data analysis were frequency, percentage, mean and standard deviation, including inferential statistics was multiple regression analysis. The results revealed that the respondents emphasized on the aspect of the Content had the most average, followed by the aspect of Context, Channels, Clarity, Capability, Continuity and Consistency, and Credibility, were at a high level in all aspects. In addition, the results revealed that personal data, including gender, age, status, educational level, and occupation have different exposure of influencers in social media of generation Z.