Cybersecurity risk of frequent social media use among Gen Z influencers: A case study of university student Facebook users in Kisii University, Kenya

This study explores how the frequency of social media use influences exposure to cyber threats among Gen Z influencers, with particular emphasis on malicious link clicks, misinformation, and data breaches. Adopting a longitudinal design, the research monitored 100 Facebook influencer pages in Kisii County, Kenya, each with a minimum of 5,000 followers. Data were collected over a four-week period, yielding 440 observations. Collected information encompassed user demographics, platform engagement metrics (such as time spent online, number of posts, and login frequency), as well as security indicators including clicks on suspicious links, reports of misinformation, and breach incidents. Generalized Estimating Equations (GEE) were utilized to assess the influence of usage patterns on cybersecurity outcomes. Results indicated that interaction with suspicious links was the most significant predictor of data breaches, whereas extended time spent on Facebook correlated with a lower risk—likely reflecting increased platform familiarity and more cautious behavior. Other variables, such as posting frequency, content sharing, and follower growth, showed limited effect. To classify users by risk level, the study introduced a Security Threat Index (STI), revealing that individuals aged 18–20 were particularly vulnerable. Although the reliance on a convenience sample of young Facebook users constrains broader applicability, the research underscores the importance of extending studies to other platforms and age groups. The study helps identify high-risk users and guide targeted interventions. Theoretically, the study advances Cybersecurity and Consumer Behavior theories by linking digital engagement patterns to cyber risk, contributing to the growing field of behavioral cybersecurity. It offers a new approach to quantifying cyber risk and improving digital safety among Gen Z influencers.