CYBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING

Volume 00, Number 00, 2019

ª Mary Ann Liebert, Inc.
DOI: 10.1089/cyber.2018.0420

A Qualitative Study Exploring Female College

Students’ Instagram Use and Body Image

Nicole Baker, MA,1 Ginette Ferszt, PhD,2 and Juliana G. Breines, PhD1

Abstract

Research demonstrates that mainstream media negatively impacts women’s body image; less is known about
Downloaded by East Carolina University from www.liebertpub.com at 03/11/19. For personal use only.

social media, specifically Instagram. The purpose of the study was to explore how female college students use
Instagram, and if using Instagram impacts body image. Since little is known, a descriptive qualitative approach
was used. Six face-to-face focus groups with a total of 27 participants, aged 18–22 years, were conducted. The
data were analyzed using a thematic analysis. Three themes related to Instagram use emerged: effortful posting,
promotion of self, and seeking engagement. Participants put substantial effort into what they were posting, were
careful to select the best images of themselves, and placed a lot of importance on receiving likes and comments.
Three themes surfaced pertaining to body image: responding to beauty ideals, comparing self with others, and
display of self. Participants recognized and strove to adhere to a variety of beauty standards; some discussed
experiencing appearance dissatisfaction when trying to measure up to these ideals. Moreover, participants
frequently compared their looks or the number of likes/comments with others. Additionally, when posting
photos of self, participants took an audience perspective, expressing concern with how others perceived their
appearance.

Keywords: social media, Instagram, body image, focus groups

Introduction
O ver 90 percent of college women in the United States
report body dissatisfaction.1 Body dissatisfaction, a
negative attitude toward body size and shape,2 is a risk factor
for eating disorders and predicts low self-esteem, depression,
and obesity.3–5 Mainstream media has been shown to nega-
tively impact body image, lowering body satisfaction and
triggering eating disorder symptoms in young women.6 Less
is known about the effects of social media, such as Instagram.
Instagram exposes users to beauty ideals similar to those
in mainstream media but is distinct as users are encouraged
to post their own images and gain feedback through ‘‘liking’’
and ‘‘commenting.’’ Receiving feedback puts pressure on
users to conform to beauty ideals and self-objectify (i.e.,
evaluate oneself as an object based on appearance).7 Ex-
posure to idealized images on Instagram is likely to lead to
social comparison behaviors, the tendency to measure one-
self against others.8 Research indicates internalization of the
thin-ideal, self-objectification, and comparison behaviors
predicting lower body satisfaction.5,9
Research on social media and body image has largely been
correlational. For example, Facebook users report more nega-
tive body image than nonusers,10,11 and more time spent on
Facebook and MySpace is related to body dissatisfaction
compared with other types of Internet.12,13 Making social
comparisons on Facebook also results in body dissatisfaction.14
Only a handful of studies have examined Instagram. One
study found that Instagram users report more body image
concerns than Facebook users, especially when following
appearance-based accounts (e.g., celebrities and models) as
opposed to nonappearance accounts (e.g., travel).15 In-
stagram use is a positive predictor of body dissatisfaction16
and is associated with self-objectification, beauty standard
internalizations, and appearance comparisons.17
Instagram photo-based activities predict body dissatis-
faction.18 One experimental study found female participants
exposed to ‘‘fitspiration’’ images on Instagram, compared
with neutral images, reported more body dissatisfaction.19
Personality differences (e.g., narcissism) may account for
behaviors on Instagram,20 and online behaviors may be
influenced by different motives for use.21,22
The current aim was to gain understanding of young
women’s experiences using Instagram. Because the study was
exploratory, research questions guided the study: (Question 1)
How do female college students use Instagram, and what

Departments of 1Psychology and 2Nursing, University of Rhode Island, Kingston, Rhode Island.

1
 2 BAKER ET AL.
features and/or functions (e.g., posting, liking, and com-
menting) are most important when using Instagram? (Ques-
tion 2) Does Instagram use impact female college students’
body image and in what ways?
Methods
Once the institutional review board granted approval,
women with an Instagram account were recruited on campus
(e.g., in-class announcements, online announcements, and
posting flyers). The rationale for this is women use social
media more23,24 and are more at risk for developing body
images concerns than men.25
Participants
Twenty-seven female undergraduate students were re-
cruited from the New England University, aged 18–22 years
(M = 20.00, SD = 1.2). Sixty-three percent (n = 17) were
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white, whereas 37 percent were ethnically diverse (n = 4
black or African American, n = 3 Asian, and n = 3 Hispanic or
Latino). Participants came from upper-middle class back-
grounds, with family incomes ranging between $76,900 and
$105,999. Participants had Instagram for an average of 6
years, spent 1 to 2 hours daily on Instagram, and checked it
every half hour to every few hours.
Data collection
Focus groups were used given little research has been
conducted26 and have proven effective for past research on
social media.27–29 Six audio-recorded groups were con-
ducted (see Table 1 for composition of each group) in a
private and comfortable setting. A moderator guided the
discussion while an assistant took notes on observations in-
cluding body language. A second assistant distributed papers
(e.g., consent form and demographic sheet) and ensured the
audio equipment recorded. Before data collection, all assis-
tants were oriented to interview procedures.
The moderator used semi-structured interviews to help
guide groups (Appendix A1). After discussions ended, par-
ticipants completed a demographic form and received a $10
Amazon gift card.
Statistical analysis
Audio recordings were transcribed verbatim and checked
for accuracy. Participants’ names were changed to protect
their identity.
An inductive thematic analysis was used, beginning with
rereading the transcripts to obtain a sense of the whole and
generate initial codes, related to the research, without a
Table 1. Focus Groups
Date Starting time Duration of group (minutes)
February 21, 2018 10:00 a.m.
February 22, 2018 11:00 a.m.
February 22, 2018 3:00 p.m.
February 26, 2018 11:00 a.m.
February 28, 2018 11:00 a.m.
March 1, 2018 11:00 a.m.
All groups were moderated by a doctoral student in psychology and assisted by undergraduate psychology students.
preexisting coding frame.30 Codes were sorted and organized
into themes. Themes are recurring patterns that occur across
all transcripts and organized around central concepts.31
The first author and six assistants coded documents several
times to ensure consistency. Interrater reliability was estab-
lished among coders using Cohen’s kappa, with an average
score at or above 0.85. Trustworthiness was established by
creating audit trails, memo-ing, debriefing, reverifying in-
terpretations, and discussing findings with colleagues.32,33
Results
Research question 1: uses and features
Three themes related to research question 1 emerged: ef-
fortful posting, promotion of self, and seeking engagement
(see Table 2 for examples of participants’ comments).
Effortful posting. Participants reported putting significant
time and effort into selecting photos of themselves to post.
Several felt the need to edit/filter their photos before posting.
Participants sought their friends’ advice to get help selecting
the best photo. Others mentioned selecting photos that be-
longed with the aesthetic color scheme of their Instagram page.
Promotion of self. Participants reported needing to
present their best self by selecting the most flattering photos.
The photo was selected based on how they looked versus
how others looked.
Seeking engagement. Participants expressed how they
wanted others to interact with their content, guiding their
Instagram use. Participants posted at certain times to gain a
desirable number of likes and selected photos they believed
would receive the most likes. Participants noted feeling good
when receiving a lot of likes, and some mentioned deleting
photos or reposting later if they did not receive a desirable
number of likes.
Research question 2: body image
Three themes surfaced pertaining to research question 2:
responding to beauty ideals, comparing self with others, and
display of self, as well as one subtheme: influencing appear-
ance (see Table 3 for examples of participants’ comments).
Responding to beauty ideals. Participants described an
array of beauty ideals witnessed online and wanted to mea-
sure up to these standards. Standards included wearing a lot
of makeup and/or using quality makeup, being stick thin or
skinny, having an hourglass-shaped body, as well as a fitness
No. of participants Place
49 4 Researcher’s Lab
64 6 Researcher’s Lab
46 2 Researcher’s Lab
53 6 Researcher’s Lab
58 6 Researcher’s Lab
45 3 Researcher’s Lab
 FEMALE COLLEGE STUDENTS’ INSTAGRAM USE AND BODY IMAGE 3

Table 2. Research Question 1: Uses and Features

Themes Examples
Effortful posting ‘‘If I take a whole little photoshoot outside and not a single picture looks good I get so mad . then
I’m like new angle, new set-up, it’s so much, because you just want a good picture.’’
‘‘I’ll text my friends separately and be like which one do you like out of these five?’’
‘‘It’s all about aesthetics. I like all my pictures to match. I have the same filter on all of them and
pleasing backgrounds.’’
Promotion of self ‘‘If it’s me and another person I usually ignore what the other person looks like. I look good and
they look bad, I’m posting it anyway because it’s my Instagram.’’
‘‘For me I try to post pictures I look nice in or that are funny in a positive way . not ‘oh my god
look at that chick, what a mess!’ Just funny. You want to put your best self or your perceived
perception of yourself on Instagram.’’
‘‘You can choose what you post and you can control people’s perception of you online, so I don’t
know, when I’m feeling pretty down sometimes I’ll post a selfie, or a lot of selfies. When you get
likes it feels good, accomplished.’’
Seeking engagement ‘‘If I don’t get like enough likes in like the first minute or two minutes, I delete it.’’
‘‘Oh yeah, you want all the likes, so you post the one that you think is going to get the most.’’
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‘‘I’m also concerned about what will get the most likes. I even have an app that tells me what time I
have to post to get the most interactions.’’

ideal (curvy, toned, and muscular). Participants mentioned
that having so many standards did not make it easier as most
images seemed unrealistic or heavily edited, even those
promoting body positivity.
Participants looked at others’ images and wished they
could look like them. Some mentioned using photos of others
as motivational tools to exercise, editing their photographs to
create the ‘‘perfect’’ image, and posing a certain way to
conform to beauty standards. Participants idealized individ-
uals who received a lot of likes and wished they could be like
them; they screenshotted and mimicked highly liked photos
to receive likes.
Comparing self with others. Participants frequently com-
pared themselves with others on Instagram, basing these eval-
uations on a variety of Instagram-related features (e.g., images,
likes, and comments). Participants compared themselves with
others’ Instagram accounts, such as fitness models, girls on
‘‘barstool smoke show,’’ and celebrities. About half mentioned
comparing their amount of likes and comments with others, and
some compared the number of followers they had with others.
Influencing appearance. Participants described feeling
poorly about their appearance and negatively evaluating their
bodies when using Instagram. They discussed wanting to

Table 3. Research Question 2: Instagram and Body Image

Themes Examples
Responding to ‘‘My friend from [state] . we both followed the girl that I mentioned that’s just so pretty, she
beauty ideals will screenshot her pictures and try to mimic them.’’
‘‘I think fitness pages motivate me. I want to look like this girl so bad that I am like I need to do
these workouts like her.’’
‘‘Sometimes I’d say I try to work the angles. Sometimes, but sometimes, I try and look kind of
skinnier . I’d say I do this because of celebrities trying to work the angles, so that’s
probably what I do.’’
Comparing self ‘‘When I first came to college, I was like wow that girl gets 200 likes on her photos like wow I
with others want that many likes and now I get 300–400 likes a photo but now they’re girls who get like
700 likes per photo.’’
‘‘Even when you see the girls that are curvaceous not the stick thin girls, I notice their belly
buttons usually still look toned or they’re like smooth and the cellulite is smooth . So, I feel
like I definitely have seen that and been like my belly button is not like that and I don’t like
it.’’
‘‘I feel like this has been a problem that’s been around forever, before social media took off it
was the magazines, you know overly photo shopped celebrities and stuff like that. But I can
see how it’s more harmful because it’s not celebrities doing it anymore, it’s people who you
perceive as everyday people and it’s like oh s*** I thought it was only celebrities that looked
like that, but I think it’s everybody that looks like that so I’m the ugly one basically.’’
Display of self ‘‘I like a little contrast. I like color. I think in the winter especially I’m very pale so a little tan
will excite viewers I guess, I don’t know.’’
‘‘Even if you’re ugly in real life, if you’re cute on Instagram, I feel like it doesn’t matter.’’
‘‘It was my birthday last week so I was like, okay I gotta post a good selfie and I know people
are going to think this is a good picture of me, so I’ll post it.’’
 4 BAKER ET AL.
change aspects of their appearance or body after using In-
stagram and to alter their appearance using filters/editing
applications before posting images. Some participants
mentioned feeling ugly when not receiving enough likes;
they also expressed feeling confident or satisfied with their
body when receiving a lot of likes.
Display of self. Participants considered others’ evalua-
tions more than their own when posting photos of their
bodies. Heightened concern about how others would respond
was emphasized. Some explained Instagram was used to
show themselves off; looking good on Instagram was more
important than what they looked like in real life. Some dis-
cussed editing photos to excite their viewers.
Discussion
Young women reported spending large quantities of time
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on Instagram viewing and following others (e.g., peers, ce-
lebrities, and models), allowing for continuous exposure to
unrealistic and edited images. They also posted their own
photos, often to showcase their best selves. They placed a
great amount of value on receiving feedback from followers.
These findings provide insight into how photo-related
activities might impact participants’ views of themselves.
Several participants noted idealized images were likely to
have been altered (e.g., edited or filtered) and were aware of
the harmful influence this could have; however, they still felt
pressure to adjust to these standards.
Consistent with prior research,17 participants reported a
variety of beauty ideals from Instagram, not just the thin-
ideal, but all difficult for most women to attain. For example,
they described admiring thin women, fitness models, and
women who were plus-sized or more curvaceous. Interest-
ingly, participants did not find ‘‘body positivity’’ to be
helpful, as many of the photos seemed unrealistic, edited,
and unrelatable.
Results suggest that women who engage in appearance-
related comparisons on Instagram might be vulnerable to
feeling dissatisfied with their appearance, body size, and shape.
These findings are consistent with research suggesting that In-
stagram users who followed appearance-based accounts (e.g.,
celebrities and models) report more body image concerns.15
When discussing comparisons, several participants desired to
look like ‘‘them,’’ but knew it was not possible, creating dis-
crepancies between their ideal self and actual self. Participants
also expressed feeling inadequate when comparing themselves
(and feedback they received) with that of friends and peers.
Pressure to conform to beauty ideals may be even stronger
when from peers rather than celebrities, as peers represent os-
tensibly more attainable ideals.
Instagram was also found to encourage an increased focus
on appearance. In an effort to gain validation, participants
were concerned with monitoring their image on Instagram to
gain approval/feedback from others. They did this in a va-
riety of ways, including editing before posting, posting their
best photos, or taking down photos with insufficient likes.
It is important to note that Instagram was not always as-
sociated with body dissatisfaction. Participants felt validated
when they received high numbers of likes. This is consistent
with previous research,22,34 showing that the number of likes
is associated with popularity and attractiveness.
Limitations include small sample size and inability to
draw causal inferences. Future work should use longitudinal
and experimental designs, examine the unique effects of
different beauty ideals in diverse populations, and account
for mental health factors. As research continues, clinicians
and educators should consider how Instagram influences
clients’ and students’ evaluations of their bodies and con-
sider providing psychoeducation. It may be useful to im-
plement social media literacy, as these interventions may
prevent detrimental effects.35,36Additionally, promoting
self-compassion and self-acceptance regarding body image
may be effective.27 Ultimately, as social media use increases,
so should our understanding of its negative effects and how
to mitigate them, especially because children are growing up
with it at their fingertips.
Author Disclosure Statement
No competing financial interests exist.
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Address correspondence to:
Nicole Baker
Department of Psychology
University of Rhode Island
306 Chaffee
142 Flagg Road
Kingston, RI 02881
E-mail: nicolep_baker@uri.edu
(Appendix follows /)
 6 BAKER ET AL.
Appendix A1. Interview Script
Hello, my name is Nicole Baker. I am a graduate student in
the behavioral sciences program here at the University of
Rhode Island. Before I begin, I want to thank you all for
coming and your willingness to participate. We will be dis-
cussing your Instagram use and how Instagram influences the
ways you view and feel about your body.
[Consent Form]
I am passing out a hard copy of the consent form, which
you’ve already had a chance to review through e-mail. So,
please look the form over, and if you have questions feel free
to ask. If you agree to participate, then please print your
name, sign, and date in the designated areas. Once you have
done this, I will collect your hard copies and you can keep a
copy for yourself.
[Begin Focus Group]
We are going to begin our discussion now. Before we
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begin, I just want to inform you this is an informal setting and
I want you to feel comfortable while discussing. There is no
need to raise your hands; I want you to feel free to talk and to
voice different perspectives. Also, please feel free to get up
and stretch or go to the bathroom whenever needed. I also
want to let you know my role as the moderator is not to take
part in the discussion, I am here to ask questions and facil-
itate the conversations.
Below are a list of questions and probes
How do you use Instagram?
What are your reasons for using Instagram?
How often do you post images of yourself?
What types of images do you post of yourself?
If I were to ask you to take a photo for Instagram right
now, what would be your first step to ensure it is ‘‘Instagram
worthy?’’
Do you edit your photos using editing apps?
What do you edit?
Is it important to edit your photos?
How do you decide what images to post?
When posting images of yourself, do you consider how
other users will respond to those images?
Does it matter if people like/comment on the images of
yourself?
Does it make you feel good about your appearance?
Do you prefer likes vs. comments? (Is there a difference?)
Have you ever not received enough likes/comments?
How did you react to this? Did you delete the image?
Do you ever look at the amount of likes/comments on your
friend’s posts?
What do you do when you see someone with a lot of likes?
What do you think of someone when they have a lot of
followers?
Do you think there are beauty standards for Instagram?
If so, what are these standards?
Do you think there are different beauty standards for dif-
ferent ethnicities or races?
Where are these standards and how are they displayed?
Are there specific pages?
Do you meet these beauty standards?
Do you believe your friends meet these standards?
Is it hard to meet these standards? Are they realistic?
Do you feel pressure to meet these standards?
Do you think photos on Instagram impact body image?
When/how are they harmful?
When/how are they helpful?
Do you think editing apps impact body image?
When/how are they harmful?
When/how are they helpful?
If you were in a room with other young women, is there
anything else you would want to share about your experience
using Instagram with them?
[End Focus Group]
Okay, we’ve reached the end of our discussion. I want to
express how much I genuinely appreciate your participation
and willingness to speak about the topics. If you have any
questions, please let me know. Also, if you have experienced
any type of discomfort or stress, or become upset later and
need to contact somebody, I have provided the number to
professional counseling services on the consent form.
Thank you again, and I hope you all have a great rest of
your semester.