NEWS TRUST AND ENGAGEMENT ON FACEBOOK: A COMPARATIVE STUDY OF GEN Z AND MILLENNIALS IN URBAN PAKISTAN

Abstract

This research examines the generational differences in news consumption on Facebook and factors of trust, engagement, and motivations among Gen Z (18–24 years) and Millennials (25–40 years) in urban centers of Pakistan. Grounded in Uses and Gratifications Theory (UGT) and Framing Theory, this research employs a mixed-method approach integrating digital ethnography, secondary data analysis, and survey responses from a purposive sample to explore the behavioral and perceptual dynamics of these generational cohorts. The findings reveal a distinct generational pattern: while Millennials display a higher trust in Facebook as a news source and prioritize information-seeking, Gen Z engages more actively through likes, shares, and comments, often influenced by emotional and sensational framing. Facebook's algorithmic news delivery emerges as a critical factor shaping the consumption habits of both generations, where Gen Z heavily relies on personalized feed and Millennials were found more inclined toward verified news sources. These behaviors highlight generational disparities in seeking gratification, with Gen Z favoring entertainment and social connection while Millennials valuing credible information. Practical implications include the need for social media platforms to enhance transparency of news in terms of content framing and algorithmic personalization. While recommending the application of targeted strategies to foster trust across different generational cohorts, this study also addresses methodological and contextual limitations, paving the way for future research on cross- platform news consumption. By synthesizing theoretical insights with empirical findings, the research contributes to a nuanced understanding of generational shifts in digital news engagement and their implications for media practitioners, policymakers, and researchers.