Digital footprint and netiket in digital reputation building; Y and Z generation comparative analysis

Internet networks, which came with the technological revolution of the world, have changed communication, relations and social life, and are used in both private and public environments with their combination with digital communication tools. In addition to its effect on the character formation of the new generation, internet has also brought along important breaks and disngagement between the past and the present. The technological revolution has begun to articulate these important points with digitalization and shape the daily life. This formation has carried the traditional social environment to digital environments and transformed the digital identity, image and reputation of individuals into digital. For the healthy integration of these rapidly transforming components from traditional to digital, the necessity of dynamics such as the awareness and use of the concepts of digital footprint and netiquette has arisen. The aim of the current study is to analyze comparatively how Y and Z generations are aware of the concepts of digital footprint and netiquette while building their digital reputation in digitalizing environments and how much they use them in their digital lives. In order to analyze the data different kinds of sources have been used in the study. When the literature is examined, it is seen that this issue has not been examined in the national and international area. The main question of this research is whether digital footprint, digital footprint life and Netiket awareness and experience differ according to Y and Z generations. In this direction, first of all, a literature review was conducted in the study. Then, a quantitative field study was carried out throughout Turkey, and 755 participants from Y and Z generations were deemed suitable for inclusion in the study, using the convenience sample. According to the research findings, while there is no high level of difference in the social media habits of the generations, it has been concluded that there are significant differences between the y and z generations in terms of digital footprint awareness, digital footprint experience and product awareness.