The Impact of Hair Content on Social Media on Hairstyle Preferences and Interest among Generation MZ

This study aimed to empirically examine how the characteristics of hair-related content on social media influence hairstyle preferences and interest among members of Generation MZ. The analysis focused on three key content attributes: informativeness, credibility, and expertise. To assess their impact on consumer perception and behavioral response, a questionnaire survey was conducted with 214 male and female participants from the MZers. The collected data were analyzed using SPSS WIN 25.0 through frequency analysis, exploratory factor analysis, reliability testing, descriptive statistics, correlation analysis, regression analysis, and mediation regression analysis. The results showed that both the informativeness and credibility of social media hair content significantly influenced hairstyle preferences and interest. Furthermore, perceived expertise had a notable impact on interest. Hairstyle preference was also identified as a mediating factor, partially explaining the relationship between content characteristics and interest. These findings offer valuable foundational insights for beauty industry professionals and content creators, providing strategic direction for the planning and marketing of effective hair-related content on social media.