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EMAC 2022 Annual

Instagram's influence on beauty standards adoption by young women

Published: May 24, 2022


Sergio Moraes, ESPM; Paola Amalfi, ESPM; Maria Luiza Gouveia, ESPM; Beatriz Penati, ESPM; Alessandra Sister, ESPM


This article aims to identify the influence of Instagram's digital influencers on adopting beauty standards by young women. Quantitative and qualitative research - survey, focus group, and netnography - were carried out to understand whether these influencers create pressures and frustrations in young women and if they feel induced to be submitted to plastic surgery and cosmetic procedures from this influence. The conclusion was that these opinion-makers are responsible for the desire to perform cosmetic surgeries and can generate comparisons and dissatisfaction among the women interviewed. The article ends with recommendations to the public sector, influencers, and brands.