SOCIAL MEDIA USAGE AND CULTURAL IDENTITY: A CROSS-GENERATIONAL INVESTIGATION

Purpose This study aims to investigate how social media usage influences different facets of cultural identity including such as traditional beliefs, family solidarity, and community involvement among individuals from diverse generations. The study particularly emphasizes the dual role of social media in preserving traditional culture while also fostering connections across generational divides. Additionally, the study seeks to uncover innovative approaches for facilitating intergenerational discussions and interactions on cultural identity topics through social media platforms. Design/methodology/approach Quantitative research methods were utilized in this study, which involves surveying 258 social media users spanning across multiple generations. Findings In line with the study's findings, social media appears to hold promise for fostering cultural connection across generations and promoting traditional values. Three key aspects of cultural identity emerged as most impacted by social media usage: a sense of spirituality, a feeling of shared community (consensual solidarity), and active involvement within the community (attending social events). This influence was strongest for Generation Y, those between 23 and 38 years old. The study also revealed a gender difference, with women experiencing a greater impact of social media on their cultural identity compared to men. Research limitations/implications 229 Individuals across different generations who engage with social media for cultural and religious purposes could find value in this study. Additionally, marketers can draw insights from the study to improve their strategies for fostering customer confidence in cultural identity campaigns on social media. Practical Implications Businesses can leverage this understanding to refine advertising strategies and product offerings for targeted audiences. Study insights may guide policies on internet regulation, digital literacy, and cultural conservation, aiding governments in promoting diversity. Community leaders and activists can utilize findings to advocate for inclusive cultural representation on social media, fostering exchange and unity within communities. Originality/value In contrast to past studies, the research aims to identify generational disparities in cultural values and technology fluency by cultivating a sense of shared community and supporting traditional values across generations. Current research might overlook how different age groups (raised with vs. without social media) utilize these platforms for cultural identity exploration and expression. The framework offered by the research models advances the concept of encouraging good online experiences and cultural connections and aids companies in developing their tactics.