Purpose: The aim of the article is to identify the relationships between generation Z’s opinions on social media and their gender, and their self-assessed engagement with these media. Design/Methodology/Approach: A review of the literature indicates a cognitive and research gap in this area, which has not been studied in the manner proposed in this article. This study aligns with H2H Marketing Theory and Media Richness Theory. To address the identified gaps, empirical research was conducted using a survey method. The study involved 340 Polish adult representatives of generation ‘Z’. The collected primary data were subjected to statistical analysis. Findings: The results allowed for the testing research hypotheses formulated based on the literature review. It was discovered that among the twelve analysed opinions about social media, statistically significant relationships exist between only three opinions and the gender of respondents. No such relationships were found between self-assessed levels of activity in social media and gender. Another result showed statistically significant relationships between self-assessed activity levels in social media and four opinions about them. Practical implications: The research results enabled the drawing of important conclusions that enrich theory and have practical application value. Originality/value:

Agnieszka Baruk (2026). Social Media in the Opinions of Polish Generation ‘Z’ in the Context of Gender, European Research Studies Journal Volume XXIX Issue 2, 101-120