Generation X and Facebook: An Examination of the Behavioral and Cognitive Engagements of Generation X on Facebook

Abstract

Mobile internet technologies and social media have radically altered the media landscape, and traditional media outlets are experimenting with ways to more efficiently reach and connect with audiences. Social media offers media outlets an opportunity and space to strengthen relationships with audiences while delivering content across multiple modalities and platforms. This study, through an online survey, open-ended questions, and focus group sessions, offers an examination of the cognitive and behavioral engagements of Generation X on Facebook through a uses and gratifications perspective. Results indicate Generation X uses Facebook for information seeking and to strengthen and maintain current relationships but seems willing to interact with media outlets in the same space. This willingness to connect represents an opportunity for traditional media managers to reach this socially and economically vital age group and develop brand-loyal relationships.