Investigating the effects of social media on global citizenship identity and its role in prosocial decision-making behaviors.
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With an increase in the existence of social media platforms, becoming staples in Generation Z’s lives, this research investigates how the relationship between Social Media Usage (SMU) and Prosocial Behavior (PB) is positively mediated by Global Citizen Identity (GCI). Social Media platforms have been found to negatively impact psychological well-being and social involvement (Roberts & David, 2022). Prior research has identified Generation Z is becoming a cohort of globally engaged citizens (Dalton, 2009), which has been theorized to be a result of increased GCI. We have observed Social Media sites, be utilized to attract attention to movements such as #BLM, #MeToo, and #WalkForOurLives. Moreover, there has been a rise in open discussions on environmental and political movements. This cross-sectional study investigates how higher frequencies of SMU, specifically amongst members of Gen Z born between 1997 and 2004, influence an increase in PB through the mediation of GCI. With a total of 160 participants, this study demonstrated a positive correlation between all variables, supporting the hypotheses and belief that a higher level of social media usage would increase GCI and in turn result in higher PB. A partial mediation was identified, suggesting the role of other variables in the relationship between SMU and PB. The implications of this research are to understand how Social Media platforms can be capitalized to benefit society.