The Effects of Social Media Use on Marriage and Fertility Intentions in Korea

Soungbin Im, Seoul National University
Youngtae Cho, Seoul National University
Woorim Ko, Seoul National University
Youngmi Shin, Seoul National University

There are various factors contributing to Korea’s lowest fertility rates, such as economic burdens, rising costs of child-rearing, and increasing trends of late marriage and non-marriage. While structural factors like housing, childcare availability, and work-life balance have been well-explored, recent studies suggest that high population density and urban competition also reduce marriage and fertility intentions. Young adults, the primary group for childbirth, spend significant time in virtual spaces created by social media. It is crucial to examine the psychological and social impacts of social media use, particularly how it amplifies feelings of competition and reduces social trust—both essential in decisions related to marriage and fertility. Social media encourages individuals to compare themselves to others, reinforcing feelings of inadequacy and uncertainty about future family plans. While limited research exists on social media use and fertility intentions, studies show that higher engagement with new media, particularly image-centered platforms like Instagram, exacerbates psychological competition and social comparison, ultimately influencing decisions regarding marriage and fertility. This study employs a survey-based approach, using structural equation modeling (SEM) and path analysis to explore how different types and levels of social media use affect marriage and fertility intentions through competition pressure and social trust.

Keywords: Fertility, Structural equation modelling , Children, Adolescents, and Youth, Population Policies

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