An in-depth investigation of habits, attitudes and interests of intrinsic reading motivation among Generation Z in a public university

The reading trends have changed from one generation to another, from reading hard copy books to digital reading and now social reading. Today, reading is seen as an exciting social activity where readers can share their thoughts, reviews, and recommendations with a global audience over multiple platforms of social media and applications. Emerging stories from various platforms, such as social media, have created a new wave of reading. As exciting as reading being curated now, research and news reports claimed that reading among the young adults in Generation Z has shown a decline in reading, especially when it comes to reading for pleasure. With this in view, this thesis aims to investigate the reading motivation among intrinsic readers of young adults in Generation Z. Intrinsic readers are people who read voluntarily and derive personal enjoyment and satisfaction from the experience. The aim of this thesis is to identify the reading habits, attitudes, and interests and to determine the practices of the young adults in Generation Z to continuously read. The research adopts a case study approach, focusing on Generation Z readers who exhibit high levels of intrinsic reading motivation.