THE IMPACT OF INSTAGRAM ON BODY IMAGE AND HEALTH BEHAVIORS IN YOUNG WOMEN - A LITERATURE REVIEW

Introduction: Instagram, as a platform strongly based on visual content, plays a significant role in shaping appearance ideals, self-perception of body image, and health behaviors among young women. Exposure to idealized content, influencers, and fitspiration materials increases the tendency toward social comparisons and may influence self-esteem, eating habits, and physical activity. Methods: This narrative review was based on searches in PubMed, PsycINFO, Scopus, and Web of Science for studies published between 2015 and 2025. The analysis included empirical works focusing on women aged 15–35, examining the impact of Instagram use on body image, social comparisons, health behaviors, and psychological well-being. Results: Idealized content and fitspiration are consistently associated with increased body dissatisfaction, more frequent social comparisons, and a higher risk of eating disorders. Instagram may enhance motivation for physical activity; however, this motivation is often driven by appearance-related pressure, contributing to compulsive exercise. Body-positive content improves mood and body acceptance, although its influence on long-term health behaviors remains limited. Negative outcomes are intensified by factors such as psychological susceptibility and internalization of appearance ideals. Conclusions: Instagram significantly affects body image and health behaviors in young women. Appearance-focused content is linked to poorer well-being, whereas messages promoting body acceptance may offer protective effects. Further longitudinal and experimental studies are needed to better understand the underlying mechanisms and develop effective health-promoting interventions.