Social Appearance Anxiety and Self-Esteem: A Study of Pakistani TikTok Users

TikTok's quick growth has changed how people use social media, making it easier for them to express themselves creatively and compare themselves to others. Despite the platform's emphasis on visibility and engagement, worries about one's appearance and esteem have only grown. The objective of this study is to explore the relationship between Social Appearance Anxiety (SAA) and Self-esteem among TikTok users. Further, it also investigates social appearance anxiety as a predictor of self-esteem and the role of demographic variables. The purposive sampling technique was used to select the sample of 200 TikTok users. The Social Appearance Anxiety Scale and the Rosenberg Self-esteem Scale were used to collect data. Correlational analyses revealed that there is a significant negative relationship between SAA and self-esteem among TikTok users. Multiple regression analysis was used to identify social appearance as a predictor of self-esteem and time duration. Results indicate that social appearance anxiety was a significant predictor of self-esteem and time spent on TikTok. Results indicate differences in SAA in relation to the gender of the participants. It can be concluded that TikTok use may trigger psychological issues, hence negatively affect the self-esteem of youth.