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Management of sustainability knowledge of the Generation Z on social media

Pabian Arnold, Pabian Barbara

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 176

475--493

Purpose: The aim of the article is to present a model approach to knowledge management in the field of sustainability in social media and to discover whether social media properly fulfill their role in the key processes of this management in the case of generation Z. They include the acquisition, collection and development of knowledge, as well as its dissemination and use. Design/methodology/approach: The qualitative method was used in the research. Focus studies were conducted using the method of partially defined, focus group interviews. The authors adopted the principle of a posteriori research in close correlation with theoretical thinking, while recognizing the studied socio-cultural reality as a system of interrelated elements. The actual research was preceded by a critical analysis of domestic and foreign literature on the subject. Findings: The study found that, in terms of sustainability, young people are more likely to encounter content on social media about environmental issues and less likely to encounter content about social issues. Social media contribute to the growth of their interest in sustainability issues. The young generation requires that the content on sustainability posted on social media be understandable, easily digestible and not overloaded with facts. The authenticity of the presented content, a title that arouses curiosity and interesting graphics are important. Research limitations/implications: The study focused on young people. Another proposed line of research is therefore to include other age groups, such as the elderly and middle-aged people. Practical implications: The conclusions and solutions contained in the article may contribute to a better use of social media in managing the knowledge of the young generation in the field of sustainability. Social implications: This will positively influence the shaping of pro-environmental and prosocial attitudes and behaviours of the young generation and increase their activity in the area of sustainability. Originality/value: The model approach to the management of sustainability knowledge on social media presented in this article organises this area and identifies opportunities to better exploit its potential.