The Influence of Motives for Social Media Use on Hair Care in Generation MZ

This study attempted to investigate the influence of motives to use social media on hair care against Gen MZ who have recently emerged as a powerful force in the national economy. For this, an online questionnaire survey was performed against adult men and women in their 18-41 living in Gwangju Metropolitan City from September 20 to October 20, 2022, using NAVER Forms. Among a total of 320 questionnaires distributed, 308 copies excluding 12 poorly answered ones were used for final analysis. The collected data were analyzed by frequency analysis, exploratory factor analysis, Cronbach’s alpha and linear regression analysis, using SPSS 21.0, and the results found the followings: First, the motives to use social media were divided into 4 categories: social motivation, hedonic motivation, self-expression motivation, information-functional motivation. In addition, hair care was classified into hair-interpersonal orientation, pursuit of hair personality, hair consistency and hair conformity. Second, the motives for social media use had a statistically significant influence on hair care (p<.05, p<.01, p<.001). The above results confirm that motives for using social media affect hair care as MZers’ interest in the utilization of social media and hair care is rapidly growing. These days, they tend to express and appeal themselves more actively, using social media. This study also found that such tendency is reflected on their hair care. The study results show that there should be more active marketing and advertisement strategies against Generation MZ who have great purchasing power in beauty industry.