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How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z

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  • Juha Park

    (Seoul National University)

  • Jaehoon Chun

    (Seoul National University)

Abstract

Generation Z grew up in a media-friendly environment, and this study aimed to examine how YouTube influences their perception of appearance. The research followed the methodological procedures of Giorgi’s phenomenology and conducted in-depth interviews of 15 Korean women who were born between 1995 and 2005 and enjoyed watching fashion-related YouTube content. The results showed that Generation Z was greatly influenced by fashion YouTubers and the visual stimuli they provided. They had a positive attitude towards YouTubers, actively participated in online non-face-to-face communication and tried to look like them. Their watching of YouTube fashion content had a variety of influences with regard to their perception of looks and appearance management. Repeated exposure to YouTubers’ slim bodies and appearance-related content led viewers to accept this body type as the ideal. Moreover, appearance-related information provided by YouTubers was being used as indexes of their lifestyles and consumption habits. Though YouTubers’ influence was both positive and negative, Generation Z’s pursuit of their own personalities made YouTube an independent fashion medium that was not affected by space or time.

Suggested Citation

  • Juha Park & Jaehoon Chun, 2020. "How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-10, December.
    • Handle: RePEc:pal:palcom:v:7:y:2020:i:1:d:10.1057_s41599-020-00652-2
    DOI: 10.1057/s41599-020-00652-2
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    References listed on IDEAS

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    1. Lee, Jung Eun & Watkins, Brandi, 2016. "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5753-5760.
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    1. Asma Maqsood & Sumera Batool & Nimra Zaffer, 2022. "Consumption Patterns of South Korean Content: Cross-Cultural Acceptance of Romance and Beauty among Pakistani Youth," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(3), pages 329-338, September.
    2. Komal Shamim & Muhammad Azam, 2024. "The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    3. Luong, Van Ha & Tarquini, Annalisa & Anadol, Yaprak & Klaus, Phil & Manthiou, Aikaterini, 2024. "Is digital fashion the future of the metaverse? Insights from YouTube comments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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