Social media usage and music preferences of generation Z

In this thesis study titled "Social Media Usage and Music Preferences of Generation Z", the purpose and how individuals in Generation Z use social media and the music preferences of Generation Z are examined. It has been examined how the social media usage and music preferences of the individuals in the Z generation are shaped, what kind of music they mostly listen to and how they create the music culture through social media. Social media and the changing music culture were evaluated through the individuals in the Z Generation, by making a study on the social media platforms and music preferences that attract the most attention and admire the Z generation on Youtube, Instagram and Twitter. As a result of the interviews with the individuals in the Z generation, in-depth information was obtained by using the semi-structured interview form prepared by the researcher. After the data were obtained and collected, the analysis processes were created in accordance with the phenomenological pattern. Interviews with individuals in the Z generation were subjected to qualitative analysis. Five main themes of Exposure, Interest, Interpretation, Memory and Social Media were obtained by considering the "Information Processing Process of Consumers' Purchasing Decisions" as a result of the data obtained as a result of the interview. Different sub-themes and codes were obtained from these main themes. In this study; The data obtained from the interview forms were tested by analyzing the "The Playlist" series, which is on the agenda, regarding music preferences. In the study named "Social Media Usage and Music Preferences of Generation Z"; In the analysis carried out with Maxqda in order to reach information on the subject; The method of reading Information/Document (DOCUMENT ANALYSIS) used in qualitative data analysis has also been added. Keywords: Social Media, Generation Z, Marketing in Social Media