How Instagram is Culturally Closer to Korean Gen Z Than Facebook: A Comparative Study

Abstract

This comparative study examines why Instagram has achieved greater cultural proximity to Korean Generation Z users compared to Facebook. Through a mixed-methods approach combining surveys (N=385), semi-structured interviews (n=30), and digital ethnography, this research explores platform preferences, usage patterns, and cultural alignment factors. Results indicate that Instagram's visual-first interface, emphasis on aesthetics, integration with Korean digital culture practices, and alignment with collectivist yet individualistic self-expression resonate more deeply with Korean Gen Z values than Facebook's text-heavy, profile-centric model. Key findings reveal that 89% of Korean Gen Z participants use Instagram daily compared to 23% for Facebook, with Instagram perceived as more authentic (M=4.2, SD=0.8) and culturally relevant (M=4.5, SD=0.7) on 5-point Likert scales. The study contributes to understanding cultural adaptation of social media platforms and provides insights for platform developers targeting younger Korean demographics.

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© The Author(s). Published by Multidisciplinary Journal For Advance Research under the CC BY 4.0 licence, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.