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  • An Exploration into Online Impression Management and the Selective Self-Presentation Strategies of Generation Z on Instagram

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  • The primary aim of this research was to investigate how and why generation Z selectively self-present and manage impressions on Instagram. The research aimed to determine the primary motivations to selectively self-present, the strategies that are implemented, and understand the relationship between an individual’s online and offline identity. Semi-structured interviews were utilised to generate the findings presented in the analysis. The results of the primary research highlighted the various internal and external factors motivating individuals to selectively self-present and manage impressions. Constant exposure to idealistic presentations and external pressures from peers causes generation Z to portray a certain image that they believe is desirable. Further motivations include to archive experiences, improve self-esteem and express physical characteristics, self-concept and their personality. The results also outlined an interesting contradiction that exists in the perception that generation Z have regarding the relationship between online and offline selves. They believe that their Instagram profile is a good representation of who they are, but that others are selective and calculative in their presentation. The primary research identified a shift in this relationship between online and offline selves, as online identity formation is significantly affecting offline behaviours. It also highlighted a concerning potential for harmful upward comparisons and negative psychological effects. Furthermore, the results demonstrated that Instagram as a platform, and the various features available on the application, are facilitating strategic online impression management and due to the significant influence of dynamic feedback loops, the online self is essentially being co-created.

    The findings of this research add to the current body of literature on self-presentation and impression management and provides marketers further insight into the relevance of these concepts, particularly in relation to Instagram. Thus, providing them with further understanding of the complex self-presentation behaviours online, of a generation that have grown up with technology and are using Instagram as a primary self-presentation medium 

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