social comparison

The Rise of Digital Gifting

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Convenience or New Social Obligation? The Digital Gifting Boom in Korea Digital gifting has become a defining trend among young Koreans, especially Generation Z. What started as a simple, convenient way to send small tokens of appreciation has rapidly evolved into a widespread cultural phenomenon. With the integration of gifting features in popular messaging apps, … Read more

The Social Media Effect

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Seeking Validation in Korea The Rise of Online Approval-Seeking In South Korea, social media has become a central stage for people seeking validation for everyday decisions. From choosing what to wear for a car test-drive to deciding on lunch menus or wedding guest attire, countless Koreans now turn to online polls and community boards for … Read more