The Interplay of Personality Traits and Generational Identity in Shaping Social Media Usage

Abstract

This study examines how personality traits and generational identity jointly influence social media usage among Generation Z and Millennial users in Gujarat. Guided by the Big Five framework and Uses and Gratifications Theory, the research responds to gaps in person‑centered approaches that consider personality configurations rather than isolated traits. A cross‑sectional survey of 248 active social media users was analyzed using Latent Profile Analysis and hierarchical regression. Two profiles emerged: Agreeable & Open and Moderate & Reserved. The former was more prevalent among Generation Z and females, while the latter dominated among Millennials. Regression models showed that the combination of personality profiles and demographic factors explained 11.38% of variance in social media use, with generation emerging as the strongest predictor. Profile 1 users typically reported moderate usage (3–4 hours), whereas Profile 2 demonstrated higher proportions of heavy users (5–7+ hours). Findings highlight that digital behavior is best understood through the interaction of psychological tendencies and generational context. Implications point to profile‑based digital well‑being strategies tailored to distinct motivational needs.