Engaging Gen Z through Personalized Social Media Content: The Mediating Role of Perceived Relevance on Platform Engagement

The raising usage of social media lead to an increase in the importance of platform engagement by Gen Z through personalized content provided by these platforms. However, the aim of this study is to understand the role of both personalization and interactivity in supporting the experience of Gen Z through investigating the mediating role of perceived relevance on platform engagement. This study utilized a sample of 412 from Gen Z to explore the proposed hypotheses. The data was collected using a survey containing 17 items to measure the proposed constructs and the collected data analyzed using SEM-PLS. The findings revealed that all the proposed hypotheses are supported. Specififically, the study found that content personalization and content interactivity lead to support the perception of relevance. Moreover, the findings also revealed that perception of relevance could be enhance the platform engagement through their mediating role in the relationship between content personalization and platform engagement, and between content interactivity and platform engagement. Such findings contribute to implementing content strategies by marketers to support the engagement of Gen Z in social media.