<![CDATA[The development of social media has brought significant changes in information consumption patterns for Generation students. Social media is now not only a means of entertainment, but also a main source of obtaining various information, including academic information. However, the dominance of entertainment content and unverified information has the potential to affect the quality of students' academic information search behavior. This study aims to analyze the urgency of educational content on social media on the academic information search behavior of Generation Z students. Data collection was carried out through the distribution of questionnaires, then analyzed using statistical analysis to determine the relationship between the intensity of exposure to educational content and academic information seeking behavior. The results of the study are expected to show that educational content on social media has an important role in improving students' ability to find, evaluate, and utilize academic information effectively. The higher the consumption habits of quality educational content, the better the behavior of seeking academic information shown by students. This research contributes to the development of strategies for the use of social media as an educational medium that is able to support the improvement of information literacy and learning quality in Generation Z students.]]>
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