Understanding Flexing as an Engagement Strategy: A Study of Gen Z’s Perception of Hedonic Content on Social Media
DOI:
https://doi.org/10.21111/ibmj.v8i2.15718Keywords:
flexing, gen Z, customer engagement, hedonic content, social media marketingAbstract
This study explores how Generation Z perceives flexing—the display of luxury or achievement—as a hedonic communication strategy on social media, contrasting it with educational content in shaping user engagement. Using a qualitative exploratory design, data were collected through in-depth interviews, digital observations, and documentation from Instagram and TikTok accounts that consistently produce either flexing or educational content. Thematic analysis following Braun & Clarke (2006) framework revealed distinct engagement patterns between the two content types. Flexing attracts rapid attention through emotionally charged visuals, resulting in high but superficial engagement such as likes and brief comments. Conversely, educational content generates cognitively deeper engagement characterized by shares, saves, and reflective comments. Although the Customer Engagement Rate (CER) difference between flexing (7.2%) and educational content (6.8%) is minimal, qualitative findings demonstrate that flexing fosters “wide but shallow” engagement, while educational content encourages “narrow but meaningful” interaction. These results indicate that visual appeal drives immediate visibility, whereas informational value sustains long-term audience involvement. The study offers insights for digital creators seeking to balance hedonic appeal with substantive value to optimize both attention and lasting engagement.References
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