Digital identity of the generation Z in social media

Abstract

Social media has become an essential part of the life of generation Z. During their 24-hour online presence many digital footprints are left behind on the web therefore digital identity became a crucial issue besides their real identity. Analysis of digital identity among generation Z serves two purposes: first to understand the social and identity shaping effects of new online technologies from a broader perspective. The research therefore aims to reveal the strategies in defining the personal digital identity among generation Z in Hungary and the connection between real and digital identities. The purpose of the analysis on the other hand is to find a basis for online marketing communication for the young generation. The study therefore attempts to plot consumer groups based on online social media activity and to compare groups along demographic and lifestyle variables. Mathematical and statistical methods (K-means cluster and cross tabulation analysis) were used in the quantitative research based on the data provided by TÁMOP-4.2.3-12 / 1 / KONV-2012-0016 Science Communication to generation Z project. This nationwide survey was conducted among the Hungarian generation Z with a representative sample of 1519 person. During the analysis four main clusters were observed: the Actives, the Video-lovers, the Hobbyists and the group of Observers. The results revealed that real behavior in each consumer group do not differ radically from the online behavior. This result highlights an important aspect of the relationship between the digital and real identity: they form a continuum rather than being clearly separated from each other. Detailed knowledge of the consumer groups can also serve as a more targeted and effective basis for online marketing communications. The results ultimately raise awareness of the issue of digital identity and the importance of conscious digital identity management and responsible user behavior especially among young people.