From Stickers to Personas: Utilizing Instant Messaging Stickers for Impression Management by Gen Z

The present study investigated how and why Generation Z (Gen Z) individuals utilize stickers for impression management in instant messaging (IM) applications, as well as the impacts on interpersonal interactions. Through 30 semi-structured online interviews, five typical sticker types and their corresponding personas that are typically constructed were uncovered. Furthermore, we identified four primary motivations that drive Gen Z’s utilization of IM stickers for impression management purposes, including creating personal tags, gaining group identity, acknowledging authority, and fostering a communicative atmosphere. In terms of the impacts on interpersonal interactions, we discovered that Gen Z individuals were highly adept at utilizing IM stickers to construct their personas, which helps them to reduce online interpersonal distance with others and enhance their socializing abilities in various contexts. However, online social anxiety is a potential risk to their interpersonal relationships. Based on the findings, practical and theoretical insights were discussed.