Abstract : Researchers and marketing experts are showing great interest in communication and psychological effects through social media and trying to understand the challenges and opportunities of this new cultural and social phenomenon. Social media as a new attachment phenomenon and its influence on the generation alpha, including the generation of emotions such as nostalgia, are examined and analysed in this study. Interestingly, digital, and social media are increasingly posing health risks. Although the psychosocial antecedents of digital health and nostalgic behaviour of the generation alpha and of social media use in general have been studied, little research has been done on the independent effects of emotions and no studies have been conducted on the interactive effects of emotions. In the context of the COVID-19 pandemic, this study examines the emotional, personal, and socio-demographic antecedents of the digital age using data from a global online survey.
Keywords : Digitalization, Social media, Generation Alpha, Internet, Technology.
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References :
EU Business News (2021, March 18.) How social media platforms utilize Nostalgia Trends….
