Navigating the Perplexities of Social Media Information across Different Digital Generations to Improve Information Sharing

Gunawan, Djohan (2026) Navigating the Perplexities of Social Media Information across Different Digital Generations to Improve Information Sharing. Global Business and Finance Review, 31 (6). pp. 203-215. ISSN 2384-1648

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Abstract

Purpose: This research explores the impact of social media content and product information on consumer experiences and information sharing among digital natives and immigrants. With 5.75 billion mobile phones and 5.22 billion social media users worldwide, and the fact that 46.1% rely on social media for brand research, it becomes crucial to understand these dynamics. Navigating the Perplexities of similar and repetitive content of overwhelming volume Social Media Information understanding is vital for more consumer-centric approach to creates brand trust and engaging credibility content. Design/methodology/approach: We used q uantitative methods to analyze d ata from 3 4 9 social m edia u sers i n Indonesia, including digital natives and immigrants, using a refined questionnaire based on existing literature. The questionnaire, which underwent academic review, utilized a 4-point Likert without a neutral option to encourage thoughtful responses. Descriptive statistics and PLS-SEM were used for hypothesis testing. Findings: Our findings indicate that consumer experience significantly mediates behavior, loyalty, and satisfaction, with a stronger influence on sharing intentions than product information. Digital natives are more affected by social media interactions and share information more freely but struggle with verifying accuracy due to content overload and the perplexity of information. This complexity undermines trust and decision-making, emphasizing the need for clearer marketing communication strategies tailored to the preferences of both digital natives and digital immigrants. Research limitations/implications: Research limitations/implications: This research is limited to digital natives and immigrants in Indonesia, suggests the need for future studies with larger samples and diverse contexts to include variables like generational cohorts and cultural influences, enhancing understanding of social media dynamics and informing effective marketing strategies. Originality/value: This research highlights the differential influence of social media content on various consumer groups, emphasizing the need for tailored marketing strategies that enhance user experiences and foster trust while effectively addressing the challenges of information overload.

Item Type:	Article
Creators:	Gunawan, Djohan
Contributors:
Keywords:	Perplexing of information; Social-media content; Consumer experience; Digital natives; Digital immigrants
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Sustainable Development Goals:	Goal 12. Ensure sustainable consumption and production patterns Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Master of Technology Management
Date Deposited:	31 Aug 2026 07:31
URI:	https://kc.umn.ac.id/id/eprint/49396

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