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Digital Wellness Aesthetic and Drivers of Engagement : A Gen Z Perspective
Nadzhar, Mariia (2025) Digital Wellness Aesthetic and Drivers of Engagement : A Gen Z Perspective.
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| Abstract: | Background: In today's digital world, social media platforms have become an essential part of daily life, shaping not just communication and entertainment, but also influencing the way individuals approach personal wellbeing. Wellness content, ranging from fitness to mental health, have become increasingly widespread, with the industry reaching 2$ trillion dollars. While self-improvement is inherently positive, social media has allowed for the rapid and unregulated spread of wellness-related content, creating risks of health misinformation, commercialisation, and shaping of unrealistic expectations. Gen-Z users in particular show high engagement rates with wellness content, making them the centre focus of this study. Aim: This study dives into how Gen Z makes sense of, and emotionally engages with, wellness content on social media, as well as what drives their engagement. Methods: A qualitative, exploratory design were used, semi-structured interviews were conducted with 20 Gen Z users aged 20 to 25, and the data underwent thematic analysis informed by the theoretical background of the study. Results: The research reveals that Gen Z users feel inspired and motivated, particularly in fitness and health, but they also experience pressure, fatigue, and self-comparison. The drivers of engagement also vary, including visual appeal, community, and a yearning for personal growth. Conclusion: Wellness content on social media acts not only as an informational resource but also as a venue for building identity and living aspirational lives, which introduces risks of dependency or emotional harm. The findings carry implications for individual users and wellness initiatives while also contributing valuable insight to the growing body of research on social media and wellness. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/107071 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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