Digital well-being and social media usage among Generation Z: A Transformative advertising research perspective

Abstract

This study explores the impact of social media advertising on the digital well-being of Generation Z through a qualitative lens, grounded in the Transformative Advertising Research (TAR) framework. Drawing on in-depth interviews with 30 Gen Z social media users, the research investigates how advertising practices shape their mental health, life satisfaction, and digital consumption habits. However, existing research predominantly employs quantitative methods and treats advertising as monolithic, overlooking how Generation Z actively interprets, negotiates, and copes with diverse advertising practices in their daily digital lives. Thematic analysis reveals a nuanced spectrum of experiences: while some participants report increased awareness and empowerment through positive advertising content, others describe heightened anxiety, distraction, and negative self-comparison triggered by intrusive or manipulative ads. Participants also articulate various coping strategies, from avoidance to proactive digital literacy efforts. The study highlights the challenges and opportunities for fostering digital well-being through responsible advertising by situating these findings within the TAR framework and related theories. The results offer actionable insights for advertisers, platforms, and policymakers aiming to promote healthier digital environments for young users.