Introduction

The research topic that will be explored in this study is the role of social media in music preference among Gen Z, a demographic group born between 1997 and 2012.   The rise of social media platforms have brought immense changes in the way people connect, share and express their interests. As digital natives, Gen Z has grown up with social media and their experiences with music are likely to be different than previous generations. According to a report by Nielsen Music, over 80% of Gen Z listens to music on YouTube, and social media platforms like Instagram, Twitter, and TikTok have become a crucial tool for artists to promote their music and engage with their fan base (NME, 2020). Social media platforms provide ample opportunities for users to explore, discover, and share music that reflects their personal preferences. 

Previously, music promotion was done through radio, television or physical sales, but now social media platforms and streaming services have taken over.When we talk about the significance of this topic both theoretically and socio-economically, we need to understand the impact of a music genre on the society and vice versa. The theoretical significance of this research is to understand how social media platforms shape the identity formation, as well as the cultural and social communication of music, amongst Gen Z individuals. By exploring the impact of social media on music preference, and using Social Cognitive theory, this research can further provide insight into how social media is influencing the music industry.


Literature review
Existing research consistently highlights the significance of social media in the music discovery process for younger generations (Datta et al., 2017; Baym, 2017). For example, Datta et al. (2017) found that the adoption of online streaming significantly affects music consumption and discovery among listeners.

Literature has also explored the role of peer networks and online influencers on music preferences (Martínez-Castaño et al., 2016; Marwick, 2015). Martínez-Castaño et al. (2016) suggest that social media strategies, including the use of online influencers, can effectively promote indie music to listeners.

While there is a growing body of literature on the role of social media in music preferences, few studies have specifically focused on Gen Z (Datta et al., 2017), who have grown up with social media as a central aspect of their lives. 

Additionally, current literature does not fully address the complex and varying ways in which social media interacts with and influences individual listening habits and taste development. 

This research aims to address these gaps by focusing on the music preferences of Gen Z in relation to social media use.


1. Existing literature suggests that social media has a significant impact on music preferences among young adults. Strong evidence suggests that social media platforms such as Spotify, YouTube, and TikTok are the most popular sources of music for Gen Z population (Cicchetti, 2022). However, there is a lack of research on how and to what extent social media specifically influences music preferences.

2. The research on social media’s effect on music preferences has shown a positive relationship between social media use and musical taste formation (Meehan, 2019). Moreover, research suggests that social media can be an integral tool for music discovery and sharing amongst young adults and can play a role in shaping the music industry (Webster, 2021).

3. Research on the impact of social media on music preferences suggests that social media allows for the creation of alternative music genres and subcultures that appeal to younger individuals (Güven, 2016). However, there is a gap in the literature in the study of how these genres and subcultures come into existence and what role social media plays in their formation.

4. Various studies have also highlighted how social media contributes to the development of music fandoms, and the impact of fandoms on the music industry (Derbaix & Korchia, 2019). However, there is still a lack of understanding of how social media creates fan communities, and if these fan communities are influenced by social media algorithms.

5. Research has shown that social media can lead to a phenomenon known as "musical convergence” (Vizcaíno-Verdú et al., 2023). Musical convergence occurs when individuals begin to share common musical tastes due to the influence of social media algorithms. However, the extent to which social media algorithms play a role in the formation of musical preferences is still not fully understood.

6. Existing literature suggests that social media platforms can create a sense of community for individuals with niche musical interests (Sharabati et al., 2022). However, there is a lack of understanding on how social media facilitates human interaction within these communities.

7. The existing literature has identified several challenges related to social media’s impact on music preferences, among which is the lack of diversity in the music that is promoted through social media algorithms (Elliott & Reynolds, 2019). This research highlights the importance of exploring how social media can contribute to diversity in music preference.

Existing literature suggests that social media has a significant impact on music preference among the younger population. However, there is still a lack of understanding of how and to what extent social media influences music preference among Gen Z. The above-discussed gap in the literature justifies the need for research to investigate the role of social media in shaping the music preference of Gen Z. While there is a growing body of literature on the role of social media in music preferences, few studies have specifically focused on Gen Z 
(Cohen & Rosenbaum, 2014), who have grown up with social media as a central aspect of their lives. This research aims to address these gaps by focusing on the music preferences of Gen Z in relation to social media use.



Research Questions

The major research question for this study is: What is the role of social media in shaping the music preferences of Gen Z?

Minor questions include:
• What specific social media platforms are most influential in shaping music preferences among Gen Z?
• How do peer networks and online influencers contribute to the development of music preferences among Gen Z?
• To what extent does exposure to diverse genres and artists through social media impact music taste development among Gen Z?


Methods
The research design will be a mixed-methods approach, incorporating both quantitative and qualitative data collection and analysis. This will allow for a more comprehensive and nuanced understanding of the relationship between social media use and music preferences among Gen Z.

Quantitative data analysis: Descriptive statistics and inferential statistics will be used to analyze the quantitative data from the questionnaires. This will include computing frequencies, percentages, means, and standard deviations to explore relationships between variables of interest, such as social media use and music preferences.

Qualitative data analysis: Thematic analysis will be employed to analyze the qualitative data from the semi-structured interviews. Data will be coded into relevant themes and categories to identify patterns and trends within the participants’ accounts of their social media use and music preferences.

Data will be collected through a combination of online questionnaires and semi-structured interviews. The questionnaire will focus on demographic information, general social media use, and specific music preferences. The semi-structured interviews will allow participants to provide more in-depth insight into the ways in which social media has influenced their music preferences.

Online questionnaires: These will gather quantitative data on demographic information, general social media use, and specific music preferences of the Gen Z participants. Questions will be designed to capture general patterns and trends and will include multiple-choice, ranking, and Likert scale questions.

Semi-structured interviews: Conducted via video or audio calls, these interviews will collect qualitative data from a subset of participants who completed the questionnaires. The aim is to gather more in-depth and nuanced information regarding the relationship between social media use and music preferences. Interview questions will be open-ended and follow up on themes identified from the questionnaires.

A convenience sampling strategy will be used, with participants being recruited through social media platforms commonly used by Gen Z, such as Instagram and TikTok. Potential issues in conducting the research may include challenges in gaining access to respondents or concerns about anonymity in participation. There may also be ethical issues surrounding the collection of personal information from younger participants.

By employing a mixed-methods approach and carefully designing data collection instruments, this study will comprehensively address the research questions and contribute to the existing literature on the role of social media in shaping music preferences among Gen Z.