Tri Mega Asri, Ferane Aristrivani Sofian, Wuri Cahya Handaru, Dini Kurnia Irmawati
This study examines the relationship between doomscrolling behavior and electronic word of mouth (e-WOM) engagement among Generation Z students, with a focus on their interaction with the Instagram account @folkative. A mixedmethods approach was applied, combining quantitative surveys (n=105) with qualitative in-depth interviews (n=5). Data were collected through structured questionnaires on usage patterns, semi-structured interviews on personal experiences, and observation of platform engagement metrics. Data validity was ensured using source triangulation. Results show that more than 70% of respondents accessed @folkative daily, typically for 5-10 minutes during late evening hours (9:00-11:00 PM). A significant positive correlation was found between doomscrolling intensity and e-WOM behavior: high doomscrollers were more than twice as likely to comment, share, or recommend content compared to low-doomscrolling groups. Content related to social issues and life tips generated the highest engagement, while clean design and relatable messaging enhanced emotional resonance. Qualitative findings confirmed that @ folkative functions as an emotional regulator and identity platform, where content sharing serves as a mechanism for self-expression and social affiliation. These results demonstrate that doomscrolling is not solely a passive activity but can stimulate active social interaction through e-WOM. The study contributes to understanding digital native consumption patterns and offers practical implications for adaptive digital literacy strategies in higher education. © 2026 IEEE.
Brawijaya University, Faculty of Vocational Studies, Business and Hospitality Department, Malang, Indonesia; Bina Nusantara University, Faculty of Digital Communication and Hotel & Tourism, Marketing Communication Program, Communication Department, Jakarta, Indonesia; Brawijaya University, Faculty of Vocational Studies, Creative and Digital Industry Department, Malang, Indonesia
