A Study on Persona and Self-Presentation through Fashion on Instagram -Focusing on Women in Their 20s and 30s-

Yeon Jung Won, Eun Jung Shin, Ae Ran Koh

Research output: Contribution to journalArticlepeer-review


This study qualitatively explored the case of users utilizing multiple accounts on one social network service to create their own multiple spaces and different personas. The purpose of the study was to understand the behavior of people who use multiple accounts to express their identity online using Carl Jung's personality theory. We used in-depth interviews and the Zaltman metaphor elicitation technique (ZMET), targeting 19 people in their 20s and 30s who use more than one personal account on Instagram. Creating a shared consensus map using the configuration concept of ZMET derived six personas in relation to Instagram accounts. The motivations for the respondents' self-presentation associated with their personas and self-presentation types shown on Instagram were analyzed in terms of persona and fashion and subdivided into five dimensions: relationship management strategic presentation, self-monitoring presentation, competence demonstration presentation, anonymous presentation, and persona-centered presentation. Each respondent's persona and self-presentation formed by the Instagram account was analyzed.

Original languageEnglish
Pages (from-to)804-824
Number of pages21
JournalJournal of the Korean Society of Clothing and Textiles
Issue number5
Publication statusPublished - 2021 Oct

Bibliographical note

Publisher Copyright:
© 2021. All Rights Reserved.

All Science Journal Classification (ASJC) codes

  • Materials Science (miscellaneous)
  • Polymers and Plastics
  • Industrial and Manufacturing Engineering


Dive into the research topics of 'A Study on Persona and Self-Presentation through Fashion on Instagram -Focusing on Women in Their 20s and 30s-'. Together they form a unique fingerprint.

Cite this