Millennials’ Behavior towards Social Media: An Examination of Trust and Time

Abstract

This study investigates the impact of societal concerns and financial concerns on social media behavior with moderating role of perceived value of social media in Pakistan. This study has used societal concerns and financial concerns as independent variables. Perceived value of social media is used as a moderator. Social media behavior (represented by trust in social media and time spent on social media) is used as dependent variable. Millennials of Pakistan is the targeted audience chosen to investigate the relationship between variables mentioned above. Quantitative research method is used, as primary data is collected through adoptive structured questionnaire based on 5-Likert scale. The responses are recorded from 300 respondents (Pakistani millennials) through convenience sampling technique. Responses recorded are analyzed through statistical tests (such as correlation, regression, and moderation analysis) by using SPSS Software. The results indicate that societal concerns and financial concerns negatively impact social media behavior in Pakistan. Moderation analysis has proved the moderating effect of perceived value of social media in relationship between societal concerns and financial concerns (independent variables) and social media behavior (dependent variable) in Pakistan. Based on the findings of this study, there exists a significant relationship between societal concerns, financial concerns, perceived value of social media, and social media behavior in Pakistan