The use of social media platforms by generation Z in Kosova within the framework of the uses and gratifications approach

The uses and gratifications (U&G) Theory, which examines individuals' interactions with media through the question "What do people do with media?", has gained importance with new communication technologies, as Ruggiero (2000) also pointed out. Chen (2011) emphasizes the relevance of U&G Theory to social media studies due to its focus on how individuals satisfy their psychological and social needs through media.. This study aims to understand the motivations behind social media usage and the types of gratifications obtained from such use among Generation Z university students in Kosova, within the framework of the U&G Approach. In this mixed-method study, quantitative data were collected through surveys conducted with 480 students from 11 different universities in Kosovo, focusing on a comparison of Facebook, Instagram, and Snapchat usage. The data were analyzed using the JASP program through statistical methods such as frequency analysis, chi-square test, and Exploratory Factor Analysis (EFA). Qualitative data were obtained through content analysis of semi-structured in-depth interviews conducted with 16 students (8 female, 8 male) selected from different universities and departments. As a result of the qualitative analysis, seven main themes were identified that reflect students' social media usage motivations, the gratifications they obtained, and their overall experiences. This study aims to provide a comprehensive overview of the digital media practices of young people in Kosova.