Navigating Crisis Communication Through Social Media: Generation Z's Insights

Abstract

Crisis communication focuses on how organizations and individuals communicate in emergency situations or crises, with the aim of managing and reducing the negative impact on both organizations and individuals. Generation Z, which has grown up in a digital environment, has a high level of digital literacy and quick access to information. Social media plays a central role in their lives as they use it for self-expression, information gathering and communication. This study examines Generation Z's trust in the security of social media and the accuracy of information in crisis situations. Primary research was conducted using a survey method. The research findings show that Generation Z spends a significant amount of time on social media to obtain and share information in crisis situations. Their main motivation for using social media in such times is to determine whether the crisis situation poses a threat to themselves and their families. In addition, Generation Z trusts crisis-related information they find on social media platforms and readily shares such content. Their trust in digital platforms contributes significantly to the spread of information in crisis situations. Ultimately, the study shows that Generation Z actively uses social media as a source of information and trusts these platforms, which makes them important participants in crisis communication.