ScholarWorks@경상국립대학교

초록

Background/Objectives: With the rise of social networking services (SNS), photo sharing has become an essential part of young adults’ daily lives, allowing them to express diverse aspects of their public selves or “personas”. This study investigated desired personas and fashion images among female SNS users in their 20s and 30s. Methods: Using an online self-administered questionnaire, data were collected from 300 participants and analyzed statistically. To provide a comparative analysis, participants were categorized into 151 users who had shared outfit or fashion-related photos (the “fashion-sharing group”) and 149 users who had not (the “non-sharing group”). Results: The findings revealed that the fashion-sharing group exhibited higher pursuit levels across most personas than the non-sharing group. Job role-personas were the least pursued, while leisure activity-personas, such as travel and exhibition visits, and personal situation-personas, such as dining, cooking, and home decoration, were highly valued. The fashion-sharing group also showed a significantly stronger tendency toward multiple persona expression compared to the non-sharing group. Among all personas, the travel persona was most frequently desired, effectively expressing pure, lively, intellectual, and sporty fashion images, whereas the fitness persona encompassed nearly all fashion image types. Conclusion/Implications: The study discusses implications for marketing strategies and consumer behavior, highlighting SNS as a dynamic space for identity presentation and fashion self-expression. In addition, it provides several suggestions for future research based on these findings.

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