Research on Social Media Use and Generation Z

The present chapter addresses recent research around the topic of social media use and Generation Z. Particularly, the chapter presents some benefits of social media, such as communication, personal brand-building, fun, leisure, among others. However, it is well-known that all benefits of social media come with a price, which are explored within this chapter. For example spreading personal information, privacy and social risks, as well as significant time spent on these platforms, which may lead to social media addiction. Social media addiction is considered as a form of Internet addiction, as individuals use social media compulsively and excessively which are linked to brain changes. Some effects of social media addiction have been addressed, such as poor mental health, bad performance in academic or work activities, and affecting user’s ability to pay attention to important aspects of their lives. Further, this chapter discusses the Bergen Social Media Addiction Scale (BSMAS), created by Griffiths (Internet addiction: does it really exist? In: Gackenbach J (ed) Psychology and the Internet: intrapersonal, interpersonal and transpersonal applications. Academic, New York, pp 61–75, 1998), which attempts to measure the possibility of developing social media addiction.