gen z, gen alpha, generation cohort, social listening, user engagement, social media, library marketing, library image, diversity management, conceptual framework, and information management, Bibliography. Library science. Information resources

This study explores the evolving needs of Generation Z (Gen Z) and Generation Alpha (Gen Alpha) users in the context of libraries, emphasizing the critical role of social listening as a tool for engagement. Social listening, a technique used by professionals to track online conversations and mentions about brands, products, and services, offers valuable insights into user preferences and behaviors. With Gen Z being the first to grow up with seamless access to the internet and Gen Alpha following closely, both generations exhibit distinct characteristics that challenge traditional methods of user engagement. These users prioritize digital interaction over physical spaces, reshaping how libraries function and the relevance of conventional services. Libraries are facing existential threats as they struggle to adapt to this generational shift, with traditional physical collections and spaces giving way to digital environments. This article aims to review existing literature on generational cohort, proposing a conceptual framework that integrates social listening into library management strategies. The framework will help library professionals better engage with these tech-savvy users, ensuring libraries’ survival and continued relevance in a rapidly digitizing world.