Physical appearance comparison as viewing Instagram: effects in body image, self-esteem and eating disorders
(A2024-119418)

AUTHORS

Marina Xygki, Agricultural University of Athens; Konstantinos Lionakis, Athens University of Economics & Business; Sotirios Karetsos, Agricultural University of Athens

ABSTRACT

This paper considers the potential effect of physical appearance comparison through Instagram on (a) body image in terms of body appreciation, (b) self-esteem, and (c) eating disorders. Based on the analysis of survey data from 348 people, we found that following appearance-focused accounts on Instagram is positively associated with physical appearance comparison and eating disorders. There are also significant differences between men and women as such patterns are more notable in the behavior of females. The results provide actionable insights and important implications for marketing practitioners and researchers in fashion and beauty industries.