Abstract

This study aims to exploratively analyze the information sharing behaviors and characteristics of Generation Z on ephemeral social media, specifically Instagram Stories. Thirteen participants born between 1996 and 2004, representing Generation Z, were interviewed in-depth, and the data were analyzed using grounded theory. The results revealed that Generation Z tends to share information in a temporary and implicit manner to avoid the pressure associated with permanent posts, utilizing this as a means of personal branding and social interaction. They primarily emphasized everyday and positive images, minimizing explicit and precise emotional expression. Notably, younger individuals within Generation Z employed layered information sharing management through features like “close friends” lists and private accounts. This study, as an initial exploration of information sharing characteristics on ephemeral social media, contributes to a deeper academic understanding of Generation Z’s social media information sharing behaviors and digital self-management strategies. The findings can also inform the development of differentiated strategies for social media services that consider the unique information sharing characteristics of Generation Z.