Personal Branding and Flexing: An Analysis of Gen Z's Behavior on Social Media

Abstract

In a digital era dominated by social media, the behavior of Gen Z, a generation that grew up with technology, has become an interesting subject to study. The phenomena of personal branding and flexing are two key concepts that often overlap in how they present themselves online. Personal branding, once limited to the professional world, has now expanded into the personal realm, where every post, story, and interaction becomes part of a narrative that shapes self-image. Gen Z consciously or unconsciously builds their "brand," which includes their interests, lifestyle, and values. This PKM activity uses a qualitative approach with a participatory action research (PAR) method.