An Exploratory Study on the SNS Usage Behavior and Appearance Expression of Generation Z

With the widespread adoption of SNS platforms, researchers and practitioners in the fashion and beauty industry must understand how individuals portray themselves on these platforms. Through in-depth interviews with 12 participants, this study examined the SNS usage behaviors of Generation Z and how these individuals express their appearance on these platforms. The motivation of Generation Z for SNS usage can be categorized into self-promotion, self-expression, life-streaming, socializing, and knowledge-sharing. In addition, their SNS usage patterns vary according to the available functions. These patterns are categorized into three types: sharing ephemeral posts using “Story” functions, organizing archives through feeds or bulletin boards, and interacting with others through comments or hashtags. When expressing their appearance on SNS, most participants utilize photo correction tools rather than posting their unaltered appearance. Specifically, the appearance expression on SNS can be classified into four types: active photo correction for significant modification, minimal correction for a natural appearance, an unaltered reality, and indirect expression. This study also found that appearance expression varies according to the motivations for SNS usage. For example, those with self-promotion motives actively manage and share their ideal appearance through feeds or bulletin boards. In contrast, those with life-streaming motives tend to record their daily lives naturally and effortlessly using the Story feature. Socializing and knowledge-sharing motives are closely linked to SNS communication functions, with significant interactions occurring through hashtags and direct messages. These results help better understand how Generation Z’s SNS usage affects their self-identity and perception of appearance.