Comparing and self-objectifying: The effect of sexualized imagery posted by Instagram Influencers on women's body image

Influencers are prominent figures on social media with a large number of followers who promote products, companies, and/or lifestyles. Some Influencers endorse lingerie and bikini products and there is growing concern about the overtly sexualized nature of the imagery they post to social media. This study aimed to experimentally examine the impact of exposure to images of female Influencers dressed in either fashionable clothes (fashion condition) or in lingerie/bikini garments posed in a suggestive manner (sexualized condition) on women's negative mood and body dissatisfaction relative to control (fashion products). Young women (N = 230, aged 17–25years) were recruited online and randomly allocated to one of the conditions. They completed pre/post state measures of mood and body dissatisfaction, as well as measures of state appearance comparison and self-objectification. Planned comparisons revealed that viewing images of Influencers led to greater negative mood, body dissatisfaction, self-objectification, and appearance comparison than viewing control images. Viewing sexualized images also led to greater negative mood, body dissatisfaction, and appearance comparison than did viewing standard fashion images. State appearance comparison was found to mediate these differences. The findings highlight the negative impact of sexualized images on social media and the need for enhanced regulation in relation to Influencer advertising.