From memes to mobile visual language: understanding generation Z's sticker use on WeChat

Stickers as a defining part of internet culture have shaped how Generation Z communicates and expresses themselves in daily life. This study investigates the motivations behinds Chinese young people use stickers on WeChat, one of China's most widely used mobile platforms. Drawing on survey data from 420 young users across three Chinese representative cities from the east, west and central part of China, the findings reveal that utilitarian, social, and hedonic gratifications strongly drive sticker use, while technology factors have little influence. Using Importance-Performance Map Analysis (IPMA), Necessary Condition Analysis (NCA), and Partial Least Squares Structural Equation Modeling (PLS-SEM), the study extends Uses and Gratifications Theory (UGT) to the context of sticker usage on WeChat. By highlighting stickers as cultural tools for creative self-expression and social interaction, this research deepens the understanding of youth digital practices and contributes to broader discussions on how mobile platforms shape contemporary communication.