Internet environment is no longer deemed as safe or truthful. Society became more
cautious of using Internet technologies due to disinformation and fake news. It may
seem that the real world is losing relevancy compared to the virtual world contained in
our phones, tablets and computers. In the online environment, users often lose their
sense of authenticity, trying to seem different from what they really are.Therefore, developing strategies to preserve individual authenticity online is an important and urgent problem.The purpose of this study is to analyze the concept of personal authenticity in the online environment. The authors identified four key strategies for preserving
authenticity online among Gen Z users.