Gen Z’s social media engagement, fashion innovativeness, need for variety, and gender

ABSTRACT The purpose of this study was to examine differences among fashion innovativeness groups and genders in social media engagement and need for variety and to examine social media use among a group of Gen Zers. Social Media Engagement (SME) theory, Basic Psychological Needs Theory, and the Uses and Gratifications framework guided the research. Fashion innovativeness, social media engagement (for searching, sharing, and entertainment), and need for variety are connected. Fashion innovators scored highest in SME-search, SME-share, and SME-entertain followed by early, late, and reluctant adopters. Fashion innovators scored highest on need for variety, followed by early and late adopters, followed by reluctant adopters. Women engaged in social media use more than men for SME-search, SME-share, and SME-entertain but men and women did not differ in need for variety. Women scored higher on fashion innovativeness than men. Implications for theory, practice, and education are provided.