The influence of social media addiction and social comparison on skin tone satisfaction: a moderating and mediating effect models comparison
<p>The main objectives of this study are to examine the level of skin tone satisfaction</p><p>among Malaysian young adults, and to explore the associations between social media</p><p>addiction, social comparison (upwards and downw...
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| Format: | thesis |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=9692 |
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| Summary: | <p>The main objectives of this study are to examine the level of skin tone satisfaction</p><p>among Malaysian young adults, and to explore the associations between social media</p><p>addiction, social comparison (upwards and downwards comparison), and skin tone</p><p>satisfaction. Two models are built: Model 1 proposed that social media addiction and</p><p>social comparison can significantly influence skin tone satisfaction, and social media</p><p>addiction can significantly moderate the relationship between social comparison and</p><p>skin tone satisfaction. Model 2 proposed that social media addiction and social</p><p>comparison can significantly influence skin tone satisfaction, and social comparison</p><p>can significantly mediate the relationship between social media addiction and skin tone</p><p>satisfaction. A total of 414 university students have participated and answered a</p><p>demographic questionnaire, along with Skin Colour Satisfaction Scale (SCSS),</p><p>Upwards/Downwards Physical Appearance Comparison Scale (UPACS/DACS) and</p><p>Bergen Social Media Addiction Scale (BSMAS). Data was analysed using SPSS and</p><p>AMOS. Descriptive analysis shows that the level of skin tone satisfaction among</p><p>respondents is moderate. Multivariate analysis shows that only upwards comparison</p><p>has significant influence on skin tone satisfaction ( = -.448, p < .001). Social media</p><p>addiction also shows significant moderating effect only on the relationship between</p><p>upwards comparison and skin tone satisfaction. On the other hand, social media</p><p>addiction is found to have significant influence on both upwards ( = .474, p < .001)</p><p>and downwards ( = .311, p < .001) comparison. Upwards comparison is also a</p><p>significant mediator to the relationship between social media addiction and skin tone</p><p>satisfaction ( = -.748, p = .007). Downwards comparison do not have the same</p><p>mediating effect. The implication of this study proves that being addicted to social</p><p>media can significantly lead to body dissatisfaction issues and thus, expanded the</p><p>Tripartite Influence Theory in the context of medias role.</p> |
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