The Effect of University Students’ Instagram Usage Behavior on Appearance Management Behavior : Focusing on Mediation Effect of Objectified Body Consciousness

This study aimed to examine the effect of visual image-oriented Instagram usage behavior (active vs. passive) on objectified body consciousness and appearance management behavior. In particular, it investigated whether Instagram usage behavior affects appearance management intention (weight management and plastic surgery) by mediating objectified body consciousness (body surveillance, and body shame). An online survey was conducted with female college students in their 20s, and 200 responses were used for the final analysis. The analyses revealed the following findings. First, it indicated that the more participants use Instagram actively, such as creating and updating video and image content and interacting with other users, the lower their body surveillance. On the other hand, the higher the passive Instagram usage behavior, such as watching content created by others without interacting, or posting &quotlikes&quot or comments, the higher their body surveillance. Second, among objectified body consciousness, only body shame was found to have a significant positive effect on both weight management and plastic surgery intention. Third, it was found that body shame completely mediates between active Instagram usage and weight management intention, and body shame also plays a partial mediating role in active Instagram usage and cosmetic surgery intention.