A1 Journal article (refereed)
Generation Z and Organizational Listening on Social Media (2020)

Reinikainen, H., Kari, J. T., & Luoma-aho, V. (2020). Generation Z and Organizational Listening on Social Media. Media and Communication, 8(2), 185-196. https://doi.org/10.17645/mac.v8i2.2772

JYU authors or editors

Publication details

All authors or editorsReinikainen, Hanna; Kari, Jaana T.; Luoma-aho, Vilma

Journal or seriesMedia and Communication


Publication year2020


Issue number2

Pages range185-196

PublisherCogitatio Press

Publication countryPortugal

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/69259


Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging political institutions and governments, young people today are also holding the corporate world accountable. To respond to young people’s expectations, brands, and organizations have turned to social media to interact and build relationships with them. However, critics have lamented that these attempts often fail and that young people’s trust in institutions, brands, and organizations continues to decline. This article asks how young people perceive organizational listening on social media and whether their perceptions are related to their trust in the information shared by brands and other organizations on social media. Data for the study were gathered through an online survey in Finland and the UK. The respondents (N = 1,534), aged 15–24, represent the age cohort known as Generation Z. The results show that organizational listening is connected to higher levels of perceived benefits from social media as well as higher levels of trust in the information that brands, public authorities, and non-governmental organizations share on social media. The results highlight the role of competent listening on social media, bolstering the previous literature connecting both organizational listening and trust with higher levels of participation and engagement online.

Keywordsbrandsgeneration zsocial media

Free keywordsbrands; organizational listening; generation Z; social media; trust

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Ministry reportingYes

Reporting Year2020

JUFO rating1

Last updated on 2024-22-04 at 13:50