Analysis of the Impact of Self-esteem Needs Observed in SNS on the Leisure Market

Abstract

On SNS, topics with content characteristics, such as “girls camping" and “sauna girls", are sometimes used as a means of satisfying a self-esteem need. In this paper, the term "content" refers to the rarity of the target word itself or the content of the user's post, and the fact that it is spread through the share function of SNS. This study provides suggestions on how to effectively expand the market for hobbies and entertainment that involve going out using SNS among the leisure market, which has been depressed due to COVID-19. To this end, the data collected through interviews and questionnaires will be analyzed to determine the demand for the leisure market among women who use SNS.