LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA

College of Business Administration

“DIGITAL PERSONA: SOCIAL MEDIA’S IMPACT ON GEN Z’S BODY

IMAGE PERCEPTION AND ITS MARKETING IMPLICATION”

A Research Paper

Presented to the Faculty of

College of Business Administration

Lyceum of the Philippines University – Manila

In Partial Fulfillment of the

Requirements for the degree of

Bachelor of Science in Business Administration

Major in Marketing Management

BY:

Dalida, Christina Marie A.

Gutierrez, Jane Nicole C.

Miranda, Rednheri C.
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Table of Contents

Chapter 1: THE PROBLEM AND ITS BACKGROUND........................1

Introduction.........................................................................................1
Background of the Study.....................................................................2
Statement of the Problem....................................................................3
Objectives of the Study.......................................................................4
Hypothesis...........................................................................................5
Significance of the Study....................................................................6
Scope and Limitation..........................................................................7
Definition of Terms.............................................................................8

Chapter 2: REVIEW OF RELATED LITERATURE..............................9

Influence of Social Media on the Body
Image Perception of Gen Z................................................................10
Understanding Generation Z’s Approach
on Social Media Standards................................................................22
Positive Influence of Advertisers on Gen Z......................................24
Synthesis............................................................................................28
Theoretical framework…..................................................................29
Conceptual framework…..................................................................31
Chapter 3: RESEARCH METHODOLOGY...........................................32
Research Design................................................................................32
Sampling Technique..........................................................................33
Participants of the Study....................................................................33
Instrumentation..................................................................................34
Validation of Instrument....................................................................34
Data Gathering Method…..................................................................35
Data Treatment of Approach..............................................................36
Ethical Consideration.........................................................................37
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Chapter 1 - The Problem and Its Background

Introduction

In view of their extensive use of social media, Generation Z is greatly

influenced by how they view themselves and their bodies. It is essential to

comprehend this connection in order to support mental health and healthy self-

esteem. Social media platforms influence Gen Z's online persona and body

image by influencing cultural norms and perceptions. Social media can worsen

problems with body image and confidence, and even while certain influencers

may advocate for embracing oneself. In order to help marketers better

understand customer behavior and encourage comfort within this group, this

study intends to investigate the complex relationship between Gen Z's use of

social media and body image perception.

Background of the study

The constant growth of social media in today's era has given Gen Z a

broader platform for self-expression. With the increasing number of users on

social media, there is a wide range of photos and content that can influence

young people's perceptions of themselves. According to Pederson (2023), social

media platforms often showcase images of people with seemingly perfect faces

and bodies, frequently enhanced by filters and photo editing tools. This can

create
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

unrealistic beauty standards, leading to body dissatisfaction and low self-esteem

in both women and men.

This issue significantly affects marketers in promoting products. Brands

often use models who conform to these idealized standards, which can reduce

the confidence of Gen Z consumers, making them less likely to purchase those

products. Understanding how social media impacts Gen Z's body image

perception is crucial for developing marketing strategies that are both ethical

and effective.

Present conditions indicate that Gen Z is highly active on social media,

constantly exposed to both idealized and diverse body representations. However,

there is a gap in understanding how these exposures specifically affect their

body image perception through mechanisms like upward and downward social

comparisons. This research aims to fill that gap by providing insights into the

relationship between social media use and body image among Gen Z,

considering factors such as age and gender. By addressing this gap, the study

aims to help marketers create strategies that promote positive body image and

foster consumer engagement, contributing to a healthier, more inclusive

digital environment.

Statement of the Problem

The focus of the study is to discuss the influence of social media on perception

of gen z with their body image perception. That can assist the advertisers for

marketing strategies.
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

1. What are the demographic characteristics of participants in terms of:

1.1. Age

1.2. Gender

2. How does social media influence the body image perception of

Generation Z considering the ff:

1. Upward social comparison,

1. Exposure to Idealized Images

2. Comparison with Influencers and Celebrities

3. Internalization of Beauty Standards

2. Downward social comparison,

1. Exposure to Diverse Body Representations

2. Comparison with Peers

3. Self Appreciation

3. Is there a significant relationship between social media usage and body

image perception among Generation Z, mediated by variables such as

upward social comparison and downward social comparison?

4. Is there a significant difference in the relationship between social media

influence and body image perception among Gen Z based on

demographic factors such as age and gender?

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

5. How can marketers leverage insights into the impact of social media on

Gen Z's body image perception to develop ethical and effective

marketing strategies that promote positive body image and consumer

engagement?

Objectives of the Study

This study aims to understand how social media shapes the body image

perception of Generation Z and provide actionable insights for marketers to

leverage this understanding effectively.

1. To investigate the demographic characteristics of Generation Z

participants and their relationship with body image perception.

2. To examine how social media influences Generation Z's body image

perception through various comparison mechanisms, including upward

and downward social comparisons.

3. To provide actionable insights for marketers to utilize social media's

impact on Generation Z's body image perception, aiding in the

development of effective marketing strategies.

Hypothesis Assumption

H01: There is no significant relationship between social media usage and body

image perception among Generation Z, mediated by variables such as upward

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

social comparison, downward social comparison, and comparison with idealized

images.

H02: There is no significant difference in the relationship between social media

influence and body image perception among Gen Z based on demographic

factors such as age and gender.

Significance of the Study

This study will benefit the following:

1. Brands - This study will significantly benefit brands by providing

essential insights into the intricate relationship between social media and

the perception of body image among Generation Z. By understanding

how the internet influences the perception of self among young

consumers; brands can craft marketing strategies that truly engage with

their audience to foster stronger connections and loyalty.

2. Future Researchers - This research will enlighten future researchers on

what social media has to say about body image perception among the Z

generation. One can get these facts and use them to carry out other

studies on topics related to social media's implications on young people's

self- esteem and body image. In addition, future researchers could use

the findings as the impetus for developing interventions or

educational
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

programs for young people to have positive body image and good mental

health.

3. Gen Z consumer - This study will serve as an essential tool to make

Generation Z consumers aware of the role of social media in shaping

their perception of body image. This shall empower them to make

informed decisions in their online activities toward forming a healthy

attitude toward self-image and, hence, their well-being in the digital era.

4. Marketers - This study will significantly benefit marketers by providing

them with insights to understand better how to adapt their marketing

strategies to attract consumers beyond Generation Z. By creating

advertisements that reflect the values and preferences of diverse

audiences, advertisers can build stronger and more ethically based

advertising practices.

Scope and Limitations of the Study

The main goal of this study is to investigate how Generation Z perceives

their bodies in relation to social media. It will look into the specific ways by

which different social media platforms affect the views of users of their bodies.

These mechanisms include things like usage frequency, platform types,

engagement levels, exposure to body image-related content, and peer and

influencer influence. Furthermore, the research will investigate how these

perceptions of body image affect Generation Z's purchasing behavior, especially

in relation to marketing strategies. The purpose of the research is to offer

guidance for creating more

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

ethical and knowledgeable marketing strategies that will favorably affect

Generation Z's opinions of their bodies and consumer behavior.

Because individuals within Generation Z may have varied perspectives

of their bodies and purchasing behavior since both affect the habits in terms of

buying. The study will concentrate on how social media people perceive their

bodies and how they make purchases. There will be a careful consideration of

moral issues pertaining to participant privacy and well being, given the issues in

terms of how social media interprets the body image on its own standards that

affects the perception of the people.

Definition of Terms

To gain a better understanding, the following words, terms, phrases, and

acronyms used in this research were hereby operationally defined:

Advertisers - Advertisers significantly influence cultural norms and societal

standards of beauty, which in turn affects how people perceive their own bodies.

By advertising beauty-enhancing goods and services, advertisers further the idea

that one must achieve a specific body type in order to be happy and successful,

which in turn contributes to the rise of unrealistic beauty standards.

Body Image Perception - Body image perception refers to an individual’s

subjective evaluation and thoughts about their own physical appearance. The

way
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

in which an individual evaluates their body size, form, attractiveness, and

overall physical characteristics is included in this concept.

Generation Z - Generation Z born from 1997 to 2012, holds a particularly

significant role in shaping body perception due to varying cultural norms,

societal pressures, and exposure to media influences. Each generation is

influenced by unique factors that shape their attitudes and beliefs about body

image.

Marketers - Marketers have a big impact on how society sees beauty and on

people's self-esteem and trust in their bodies. Through advertising, branding, and

product promotion, marketers have a big impact on how people see their bodies.

They often reinforce social beauty standards by using models and celebrities

with "ideal" bodies to promote their goods. This sets an ideal that many people

want to reach. Marketers can also challenge traditional beauty standards by

making their campaigns more diverse and welcoming. This can help create a

society where people feel better about their bodies.

Stereotype - Social media stereotyping has become a serious issue, especially

for this Generation, who have become too used to living in the digital world.

Body stereotyping is the practice of classifying people according to the specified

traits they have, which results in a biased judgment and views. Stereotyping of

this kind can result in discrimination and stigmatization of those who do not fit

in the norms that the society builds, which can have a negative aspect for the

people like psychological impact that may low their self esteem. In order to

promote diversity,
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

acceptance, inclusivity and body positivity, it is important that these

misconceptions be addressed.

Social Media - Social media plays a significant role in shaping body perception

due to its influence on societal standards of beauty and self-image. It often

portrays idealized, unrealistic body types, leading to comparison and

dissatisfaction among users.

Chapter 2 Review of Related Literature and Studies

This chapter presents the relevant literature and studies that we have

considered in strengthening the importance of this study. This literature review

aims to understand existing research on the relationship between social media

usage and body image perceptions among Gen Z’s. By examining these studies

and theoretical frameworks, this review seeks to identify the key factors

contributing to the body image perceptions in the digital age and highlighting

the implications for businesses to market their products with it being a positive

impact to the users especially the Gen Z’s.

Literature Review

Influence of Social Media on the Body Image Perception of Gen Z

According to Ahmad et al. (2019), With the increase and evolution of

communication platforms in our daily lives, alongside the continuous

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

advancement of the digital age, the use of social media has seen a significant

surge in the past decade. This study explores how self-esteem and peer influence

affect children's perception of their body image through social media, as well as

the considerable impact of social media on children's body image. Additionally,

it offers valuable insights for government officials regarding the regulation of

advertisements, particularly on social media platforms. It underscores the

importance of creating a socially supportive environment for adolescents, which

can aid in shaping their perception of acceptable and realistic beauty standards.

Moreover, this research contributes to existing knowledge on the role of social

media and sheds light on its powerful influence on adolescents' body image.

According to a study by Cimke & Yıldırım (2023), they found that being

a girl, spending a lot of time on the internet, sharing pictures often, using filters

pictures, feeling uneasy about sharing pictures without filters, and spending a

ton of time on social media were all strong signs that someone might score high

on scales related to how they view themselves on social media. Essentially, in

their study, they discovered that as teenagers felt worse about their bodies and

got more hooked on social media, they started caring more about how they

looked online.

Body image is an important aspect of identity formation during

adolescence, where social influences heavily shape individual expectations.

Female adolescents’ perceptions of how sociocultural factors impact their body

image are significant. Body image involves mixed feelings and varying levels of

dissatisfaction. Generally, high value is placed on physical appearance, such as

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

associating thinness with attractiveness, success, and perfection, which

contributes to body dissatisfaction. The most influential sociocultural factors

include mass media, particularly online social networks, peers, and family. It is

concluded that improving critical thinking skills to differentiate between

idealized and realistic body images could help prevent eating disorders in

adolescent girls. (Cortez et al.,2023)

Coy-Dibley (2016) discusses the concept of "digital dysmorphia" in her

research, highlighting the significant influence of media on imagery. She argues

that the media industry thrives by exploiting women's insecurities, perpetuating

a hyper-critical perspective on female bodies and amplifying perceived flaws.

Over time, these standards become ingrained in society. The impact of social

media on women's perceptions of beauty and body ideals is profound, leading to

harmful behaviors such as eating disorders, reliance on unreliable beauty

products, and the posting of edited photos to conform to societal expectations

propagated by social media.

According to Daiy et al. (2023), they investigated the relationship

between media, body norms, and body image among an indigenous population

in Argentina that has historically idealized larger body sizes. Media exposure

was not significantly associated with perceptions of the “healthiest” or most

“ideal” body sizes, nor body dissatisfaction. Men and women perceived

categorically “middle-range” body sizes as both healthy and ideal, differing

from a similar study in 2010, where larger bodies were favored. They found

that while media

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

wasn't seen as directly shaping body norms and image, it was associated with

concerns about cultural erosion. Additionally, there's a "dual stigma"

surrounding body size perpetuated by peers, family, and healthcare providers,

and there's a strong emphasis on body acceptance. This suggests that while some

body norms have evolved, the influence of media on body perceptions might be

overshadowed by the impact of individuals' social circles and prevailing norms

promoting body acceptance.

(Euajarusphan, 2021) emphasizes the online social media usage

behavior, factors influencing online social media usage behavior, attitudes,

satisfaction with online social media use, and online social media literacy of

consumers belonging to Generation X, Y, and Z. The personal traits of the

individual, their level of motivation, and their capacity to share information,

which might be utilized in marketing, were the aspects that influenced the

behavior of individuals when it came to using social media platforms online. In

accordance with the findings of the research carried out by Sarawanawong et al.

(2017), it was discovered that the majority of Generation Z's internet usage is for

the purpose of engaging in online social media. The results suggest that there are

generational disparities in the way X, Y, and Z use social media online, and that

these differences are based on factors including age, ideas, and life experiences.

Online social media networks can benefit from this study's findings when it

comes to communication. It turns out that the demands, happiness, and way of

life of a generation determines how they use social media online.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Feng (2023) pointed out that due to social media growth, the spread of

information in the internet has intensified, especially the issue of ideal body

images for males and females. This has become a disadvantage for how people

perceive their bodies and lifestyles. Addressing the ways in which social media

constructs and spreads unrealistic images and messages, especially those meant

to cause unhealthy weight loss for women, is highlighted. Social media's

replication regarding the public perception of body shapes is also a concern. The

displayed online glamorous body images are likely to distort our perception of

healthy weight management practices, as they call for clear-mindedness rather

than blind following of societal beauty standards.

Internet-based media, particularly social networking sites, differ from

traditional media by enabling individuals to engage with their friends within

their networks. Additionally, these forms of media are readily accessible on

devices like smartphones or tablets. Moreover, mass media significantly

contribute to an individual's dissatisfaction with their body. There's a notable

emphasis on idealized social media models, particularly thin-ideal models for

girls and muscular-ideal models for boys, in influencing the body perceptions of

adolescents. However, the impact of social media pressure on body image

concerns among men requires further investigation in both clinical and

community settings. (Franchina and Coco, 2018)

As such, Glaser et al. (2024) point out that every image captured on

social media platforms such as Instagram portrays a so-called "perfect" life

and an
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

embodiment of thin-ideal bodies. Before, most of the studies pertained to

research on the impact of Instagram usage on youth body image, often

presenting negative effects. The study identified four main content categories on

Instagram: Thin Ideal, Body Positivity, Fitness, Lifestyle—each triggering

different emotions related to body image—with noticeable gender differences in

content. Increased high awareness on how Instagram affects their mood and

views on the body were reported during research. These would suggest that

social media influences on body image need to take into account different

content types and users. Interventions may aim at taking a more conscious

approach to using social media instead of just restricting its use.

(Gualdi-Russo et al., 2022) highlights that there are two possible lines of

interpretation: the evolutionary perspective, which focuses on how natural

selection affects human appearance and places value on characteristics that

appear to improve the odds of successful reproduction; the Sexual Strategies

Quality hypothesis, which proposes that attractiveness is a reflection of

physiologically healthy and fertile potential partners. Implementing educational

interventions at both the societal and individual levels can be effective in

preventing the promotion of unrealistic body ideals, correcting misconceptions,

and encouraging involvement in sports. These tactics can help improve

individuals' perspective and acceptance of their own body image, ultimately

leading to an increase in self- esteem.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

According to Hepburn, et al. (2023), they suggest that viewing body-

positive content on social media can have a positive impact on women's body

image. Their study explored how different types of messages, such as body

appreciation or body functionality, when overlaid on various image types, could

influence women's body image. The results indicated that the type of message

did not interact with the type of image. Instead, exposure to diverse images led

to increased appearance satisfaction and body appreciation, with no change in

functionality satisfaction compared to a decrease in the fitspiration condition.

All conditions showed improvement in self-objectification. Additionally, diverse

images resulted in more favorable social comparisons. These findings shed light

on the effects of body-positive content and suggest no differences between body

appreciation and body functionality themes.

According to Kaur, et al. (2022), body image comprises two elements:

perceptions of one's body size, weight, shape, and physical attributes or

movements, along with feelings about these attributes, which subsequently

influence behavior. Media, especially social media, plays a crucial role in

shaping the self-beliefs of emerging adults in Malaysia and determining how

these beliefs translate into actions. Interestingly, despite the pervasive presence

of advertisements promoting ideal beauty standards, weight, and skin tone,

many young adults exhibit rational and positive behaviors in improving their

body image through exercise and dietary changes. This highlights the

importance for educators, parents, policymakers, and society as a whole to

educate young people

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

about the significant impact of media and to implement strategies for

reinforcement and mitigation.

According to the theory, exposure to sociocultural influences, such as

media representations of appearance ideals, increases the likelihood that

individuals will adopt these standards as their own. This, in turn, leads to a

greater tendency to compare oneself to these images. Given the unrealistic

nature of appearance ideals, individuals who make such comparisons often

perceive themselves as falling short of these standards, resulting in decreased

levels of body satisfaction and overall psychological well-being. These

pathways have garnered support from both cross-sectional and prospective

studies conducted with adolescent samples (Keery, van den Berg, & Thompson,

2004; Papp, Urban, Czegledi, Babusa, & Tury, 2013; Rodgers, McLean, &

Paxton, 2015).

According to Kim, H. M. (2021), Her study investigated the effects of

social media comments on ideal body perception and how it influences one’s

own body satisfaction, results showed that comments guided the viewers’

perceptions of what is considered as “ideal” body. Viewers of favorable

comments to body posting reported greater idealization of the body imagery (i.e.

ideal-enhancing effects), whereas viewers of unfavorable comments showed a

lower level of idealization (i.e. ideal-derogating effects). Also, the indirect

effects of comments on body satisfaction via idealization were moderated by

individual self- discrepancy between personal ideal and own body. This study

sheds light on the potentially inspiring or protective role of comments

against perfect-looking
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

bodies on social media while calling attention to the need for reconsidering the

media effects theory for body image.

However, Kłonowska & Radlińska (2023) emphasize that one of the

very important aspects shaping how we perceive our bodies is the beauty

standards propagated in the media and culture. They claim that social media use

can affect the perception of individuals and their overall sense of coherence. The

study says that excessive use of social media can negatively affect one's body

image, and duration may be another factor on one's level of coherence. Further,

the study stresses that intervention is needed with the aim of protecting safe

social media usage and educating with regards to self-esteem, acceptance of

bodies, and coherence, especially to young people.

Lôbo et al. (2020) define body image as an individual's mental reflection

on the physical dimension of life, reflected through psychological, physical, and

emotional aspects. This perceived gap between one's subjective body image and

the perceived ideal body type is the cause of dissatisfaction and a desire to

change one's appearance, which affects mental health and overall well-being.

Gender differences are also thought to influence body image satisfaction, as

there could be social aspects influencing both men and women to adopt certain

beauty standards. Women report more variation in the perceived and real body

images than men, even though dissatisfaction levels with the body image are

high for both genders. While gender differences did not produce any statistical

difference in the levels of satisfaction, societal pressures and media

standards contribute
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

significantly to body image dissatisfaction and negative self-assessment,

regardless of gender.

Maghirang (2019) characterizes Filipino members of Generation Z as

being acutely aware of the potential of technology, eager to share their

knowledge, and in search of deeper human relationships. They spend most of

their time on their smartphones, indicating that they are skilled at using them for

achieving goals. They are adept at interacting with others using the many apps

that are available on their phones, like Facebook, Instagram, Twitter, and others.

Mariyam et al. (2023) elaborated on the fact that "body image" refers to

how people perceive themselves, which often has little relation to the reality of

the matter. The correlation between the number of times one uses Instagram

daily and body image concerns has been investigated by young women in the

Maldives. The results indicated that the further the usage of Instagram is, the

negative impact it has on young Maldivian women's body image. Such findings

provide the basis for further exploration of the serious implications of excessive

Instagram use that has a negative impact on body image perceptions according

to international research. Besides, the study outlines the importance of

recognizing how social media platforms like Instagram impact the health and

well-being of young adults, calling for policy interventions to raise awareness

on the impact of social media posting habits on self-image.

Phan and Dinh (2023) states that people have been affected by social

media, both subtly and directly, with the notion that appearance is essential for a
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

positive and successful life. Although not always explicitly stated, there's a

strong implication that conforming to society's ideal body standard is necessary,

which can be harmful, especially for impressionable teenagers. Instagram, a

social media platform that focuses on sharing photos, plays a significant role in

promoting this trend. While social media negatively impacts body satisfaction

for both genders, it tends to affect young women more profoundly than young

men.

Eating disorders among adolescents remain a persistent public health

issue. Effective health promotion initiatives necessitate a comprehensive

understanding of the social environment in which young people are involved.

Initial investigations indicate that adolescents extensively utilize social networks

to share experiences and gather information. Throughout this process, their

purchasing behavior is significantly influenced by individuals known as

influencers. These influencers build trust and rapport with their followers

through body-focused visual content and targeted communication strategies.

They promote diet and exercise as means to achieve bodily perfection, often

endorsing dietary supplements and branded sportswear as shortcuts to enhance

appearance and attain happiness. The primary focus of communication revolves

around direct and indirect advertising of industry-specific products.

Concurrently, adolescents identify with the roles and ideals portrayed by

influencers, fulfilling various needs in the process. This engenders a sense of

reliance or dependency between influencers and their followers. (Pilgrim, et al.

2019)
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

The study explores the idea that early experiences have a significant

impact on future development and extends this idea to suggest that social media

has a similar effect on young girls' lives, especially with regard to beauty

standards. This implies that early exposure to social media can influence

attitudes and behaviors that persist into adulthood. Media messages typically

highlight notions of "thinness" and "perfection" in Lebanon, a nation where

Western influence dominates society norms and values (Richa, 2019). This

emphasizes how media outlets support the creation and perpetuation of

stereotypes about the characteristics and actions of people. The internalization of

societal expectations can result from media impacts, which can impact an

individual's behavior and perception of oneself as they attempt to meet these

imposed norms. As a result, the extensive impact of the media is crucial in

molding society beliefs and assumptions about the ideal appearance and

behavior of individuals, influencing their formation of a self-image and identity

at different phases of life.

Neutral regarding gender users of social media sites frequently become

uninterested when using them, which has a negative impact on how well users

respond to online marketing and advertising campaigns. Singh (2016)

emphasizes how critical it is to understand how bored people are on social

media because this has a direct bearing on marketers' capacity to effectively

connect with their target market, especially when taking demographic factors

into consideration. To effectively engage with their target audience and

maximize the success of their advertising and marketing initiatives, marketers

must first recognize and address

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

the growing issue of social media dissatisfaction as well as the different drivers

of life satisfaction among different generations.

Thomas (2021) elaborated on how women manipulate and edit their

selfies to conform to socially acceptable body standards. Those who frequently

edited their photos exhibited dissatisfaction with their own facial appearance

when exposed to photoshopped images of other women. The proliferation of

unrealistic beauty ideals set by influencers can detrimentally affect individuals'

self-perception. Bloggers consistently promote these ideals through social

media, leading individuals to consider body modifications to maintain their

unique self- identity. Moreover, influencers play a significant role in shaping the

perceptions and buying habits of Generation Z, as they are exposed to media

literacy and influenced to emulate certain personas portrayed in the media.

Torres et al. (2023) explore the complex relationship between the use of

social media and its impact on individuals' eating disorders and body image

concerns. The high speed with which social media platforms were surging gave

rise to worries regarding their potential influence on self-esteem and body

perception. The study examines how communications with peers, comparisons,

and the distribution of idyllic images on social media platforms may perhaps

aggravate body image difficulties and instigate the development of eating

disorders. In that regard, the authors recommend the implementation of

measures to help prevent the misuse of social media in ensuring good body

image perception and encouraging healthy eating habits, among other measures.
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

The negative effects of social media on Body Image and the promotion

of healthier attitudes towards foods and body diversity are connected with

sociocultural and psychological aspects, such as self-esteem, dissatisfaction with

body image, the need for social approval, perfectionism, and tendency to

compare oneself with others. On social media platforms, peer pressure and

comparing oneself with others have been highlighted as influential factors.

Proposed remedies and actions include educating about media literacy,

supporting body positivity and diversity, promoting responsible social media

usage, creating well- supported resources, building a supportive online

community, collaborating with influencers and content creators, and urging

individuals to seek professional assistance. By tackling these issues, efforts can

be made to reduce the negative effects of social media on body image and

encourage healthier perspectives on food and body diversity. (Wang, 2023).

Understanding Generation Z’s Approach on Social Media Standards

Society might still recognize the traditional indicators of adulthood, but

the pathways to achieve them have forked in every direction (Knight & Miller,

2017).

During adolescence, the role of peers becomes particularly crucial, with

heightened pressure to conform and fit in with peers. Adolescents are highly
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

vulnerable to interpersonal and social evaluations of the self (Nesi, Choukas-

Bradley, & Prinstein, 2018). The interactive nature of social media allows for

feedback, including likes and comments, which has been found to impact

Australian adolescent girls’ well-being (Jong & Drummond, 2016). Puberty may

also heighten appearance concerns and diminish well-being as adolescents

experience changes to their body weight and shape and mood (Lewis-Smith,

Bray, Salmon, & Slater, 2020).

According to Nugroho, et al. (2022), Generation Z comprises nearly the

entire global population, totaling almost two billion individuals worldwide.

Marketing strategies, particularly through social media, rely on influencers as

endorsers. Three credibility attributes significantly impact brand image, which

in turn affects purchase intention. Brand image plays a crucial mediating role in

the relationship between influencer credibility and the purchase intention of

Generation Z consumers. Local cosmetic industry players should enhance

marketing strategies through online platforms, especially social media, by

selecting appropriate influencers as endorsers. This is because the credibility of

social media influencers significantly influences both the brand image of a

product and the purchase intention of Generation Z consumers.

Pradhan et al. (2023) found that Generation Z tends to avoid brands and

influencers due to perceived moral irresponsibility, especially when brands exert

control over influencers. Their experimental investigation across four studies

introduces the concept of "influencer avoidance" and identifies drivers such as

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

perceived brand control. They discovered that macro influencers amplify the

influence of brand control, while strong relationships with influencers lead to

lower avoidance. This research sheds light on consumer retribution toward

influencers and brands and provides insights for preventing such behavior.

(Prakash Yadav & Rai, 2017) highlights that the utilization of social

media by Generation Z has a significant impact on individuals, organizations,

and society as a whole. The study distinguishes Generation Z from other

generations by systematically differentiating their behavior, principles, and

decisions, which remain consistent across time. The study delineates their

utilization of social media and the disparities within the same generation that

arise from environmental and personal factors.

Taking Gen Z as the research object, it is important to consider the

impact of symbols of lifestyles and social norms that surround them. (Zentner,

2016), symbols represent values and attitudinal behavior, and they also force

youth to connect with a certain lifestyle or attitudinal group. As a generation

this group is very independent, highly connected through various

communication networks, and values truth and authenticity (Francis & Hoefel,

2018). But, this various mindsets of gen z affects their habits in terms of buying

through the influence of social media and its norms on how the social media

interprets the negative side of the internet. Generation Z has illustrated a strong

sense of individuality which has led to them buying products as a form of self-

expression (Francis & Hoefel, 2018). These traits have led this generational

cohort to think differently from past

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Generations and demand companies create products that fit consumers’ needs

instead of the companies’ needs which is the building of an unnatural body

image that the generation should look up to.

Positive Influence of Advertisers on Gen Z

Businesses' initiatives to promote sustainability are seen favorably by

Generation Z, who show a strong preference for sustainable items (Dabija, 2020;

Dragolea, 2023). Furthermore, as Raza (2023) points out, they are greatly

impacted by social media and corporate social responsibility initiatives, which

have a big impact on their purchase decisions. In the field of marketing

management, it is critical for businesses to comprehend the preferences and

values of Generation Z in order to be relevant and competitive in the ever-

changing market environment of today. Marketers should adjust their tactics to

reflect the ideas of sustainability and social responsibility by realizing how

important these concepts are to this target audience. Furthermore, building

relationships that last with Generation Z involves a comprehensive strategy that

goes beyond simple product advertising. It comprises establishing credibility,

authenticity, and trust through behaviors and communication that consistently

align with this demographic's values and interests.

The identification of the right target audience for direct marketing

initiatives has been the subject of much research, as Gutierrez and Gerardy

(2017) point out. These modeling efforts play a crucial role in

understanding and
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

forecasting the communication impact on specific clients. They also enable

campaign managers to categorize consumers according to their reactions,

enabling focused efforts aimed at those who are most likely to react positively to

messaging. The impacts of consumer attributes on reaction rates to short-form

advertising, however, have not received much attention despite the abundance of

studies in this area. These results gain more importance when viewed through

the viewpoint of Generation Z in marketing. Gen Z members are extremely

skilled at using digital platforms since they are digital natives. They are also

constantly exposed to a wide range of marketing messages through many

channels, such as social media, influencer endorsements, and targeted ads.

Additionally, by exploring the little-studied subject of consumer traits and

reaction rates in short- form advertising, marketers can learn more about how to

effectively connect Gen Z customers in a crowded and increasingly digital

marketing environment.

According to Hallberg (2023), the models companies use to advertise

their products greatly influence consumers, especially in the fashion industry.

The body size of these models can negatively affect Gen Z consumers, as it

suggests that only those with thin bodies can wear the clothes being promoted.

Focusing solely on one body size limits the potential audience for the product.

The study suggests that fashion companies should identify their target audience,

whether it's slim or plus-size consumers, and adjust their marketing accordingly

by choosing appropriate models.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Lerm (2022) claims that Generation Z is highly dependent on innovation

since they were raised in a digitally native environment where seamless digital

experiences and continual connectivity are the norm. As a result, Gen Z have

carefully incorporated digital language into their vocabulary. This study also

looks at how to best target digital marketing messages to the interests and

actions of the Gen Z generation. Organizations can use a more subtle and

inclusive approach in place of standard marketing strategies that might reinforce

prejudices or not connect with this group. In order to prevent dismissing or

disengaging Gen Z, it is important to design messages that accurately reflect

their different identities, values, and areas of interest while simultaneously

avoiding stereotypes and assumptions. Authenticity, diversity, and inclusivity

should be the top priorities for firms communicating to Generation Z in order to

steer clear of stereotypes and encourage good marketing. This means telling

stories that are powerful, varied, and based on actual experiences in order to

appeal to Gen Z's progressive viewpoint and need for genuine connections.

Fashion influencers leverage social media platforms like Facebook,

Instagram, X, TikTok, and YouTube as vital avenues to engage with their

audience and endorse brands and products. Renowned for their substantial

online followings and expertise in fashion and lifestyle, these influencers wield

significant sway over the preferences and decisions of Millennials and

Generation Z (Nadina, 2020). Their talent in crafting visually captivating

content, offering
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

style guidance, and forging personal bonds with their followers positions them

as influential figures within the fashion sector (Mariani & Basile, 2019).

In cultures outside the industrial West, the transition to adulthood and its

responsibilities was swift and without turmoil (Stambler, 2017). Anomie is

personal unrest due to ambiguous and shifting societal standards that displace

defined roles. Adolescence is a period of rapid growth for both body and mind.

The development of reproductive capacity and cognitive abilities contribute to

the development of new interests and the struggle to construct unique identities.

The flurry of changes prompts emotional instability, a need to test boundaries,

desire for privacy, and a growing sense of independence (Stambler, 2017).

Synthesis

From the literature, it is clear that both social media and advertisement

influence Generation Z (Gen Z) in how they see their bodies and make

purchases. On platforms like Instagram, the young users are bombarded with

images of an ideal body, leading to a heightened sense of body dissatisfaction,

most importantly among teenage girls. However, the power of social media is

not uniform; rather, it is moderated by factors like peer interaction and how one

presents themselves online. Some studies reveal social media has a negative

effect on body image, whereas other research suggests that the positive social

connections online can counterbalance such effects, especially for boys. Girls

experience more pressure from social media than do boys.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Moreover, advertising, especially in the fashion industry, plays a

significant role. According to recent research, the choice of models used in ads

can greatly impact how Gen Z perceives themselves. If only thin models are

showcased, it sends a message that only thin people can wear those clothes,

limiting the audience. Fashion influencers further amplify these messages,

wielding considerable power over what Gen Z chooses to buy.

Understanding Gen Z's preferences requires a nuanced approach.

Marketers need to consider not only representation and inclusivity but also

authenticity and diversity in their messaging. Additionally, aligning with Gen

Z's values, such as sustainability and social responsibility, can greatly influence

their purchasing decisions. In essence, catering to Gen Z means recognizing

their complex relationship with social media, understanding their desire for

authenticity, and aligning with their values.

Theoretical Framework

Upward and Downward Social Comparison Theory

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Figure 1. A diagram illustrating the key components of social comparison theory, depicting the

relationship between the individual, upward and downward comparisons, and their respective positive and

negative effects on well-being.

According to the social comparison theory, people continuously compare

themselves to others in order to assess their social and personal worth. Festinger

(1954), contends that evaluating oneself against more similar individuals

generates more realistic assessments of their abilities and ideas. There is a

contrast position when the comparison results show that the traits of the two do

not match. There are two different kinds of comparisons: Upward and

Downward Comparisons. When someone compares themselves to someone

better than themselves, it's known as an upward comparison. To the contrary,

downward comparison occurs when an individual makes a comparison with

someone who is worse to them.

The results of both upward and downward social comparisons can

significantly affect individuals' emotions, efforts to improve, and even their

desire to carry out an activity in the future. Individuals feel good about

themselves, enjoy what they do, and put in more effort when they compare

favorably with others

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

and believe they are accomplishing their objectives and meeting the standards

set for themselves and others. However, when making unfavorable comparisons

to others, individuals are more likely to feel bad about themselves, derive less

pleasure from the activity, or even abandon it entirely.

Upward Comparison

When Individuals measure or compare themselves against others and

perceive them as someone who is superior or better than them, upward social

comparison occurs. The intent of these comparisons is often to elevate

someone's status or its perception of his/her own competence. Making upward

comparisons with those who are doing better can result in feelings of

inadequacy, incompetence and makes you feel less of a person. Instead of

feeling inspired, Individuals may compare themselves to those who are more

successful and seek ways to achieve similar outcomes, thinking it might work

for them what worked for others. Social media provides an ideal setting for

these upward comparisons, as it is filled with people showcasing lifestyles,

careers, families and accomplishments that may appear to someone who

compares themselves to the standards that the social media interprets to the

people.

Downward Comparison

When individuals compare themselves with those who are less

privileged, negative comparisons occur. These comparisons are often motivated

by a desire to feel better about one's own qualities or abilities. Even without

exceptional
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

skills, individuals may perceive an advantage over others. Creating negative

comparisons with those believed to be worse off can lead to a temporary and

brief feeling of happiness. When someone feels threatened, they are more likely

to make negative comparisons, especially if there is no easy way to address the

source of the threat.

Conceptual Framework of Study

Figure 2. Conceptual Framework . illustrates the connections between social media usage, demographic

profile, social comparison (upward and downward), and body image perception.

This conceptual framework presents how social media usage leads to

social comparison experienced by Gen Z when they see idealized images.

Additionally, it shows the relationship between demographic profiles and body

image perception to better understand the differences in influence based on the

age and gender of Gen Z.

In conclusion, Figure 3 visually represents the relationships among the

variables, providing a clearer understanding of these connections and offering

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

insights for marketers targeting Gen Z. This framework helps in comprehending

the influence of social media on body image perception, which can be utilized to

develop ethical and effective marketing strategies.

Chapter 3 - Method of the Study

Research Design

This study will use a quantitative approach to understand the impact of

social media on body image perception among Gen Z and how advertisers can

counter the negative effects of marketing. The research will involve a structured

survey questionnaire assessing various aspects of social media use, body image

perception, and related variables that affect the social norms that create

unrealistic expectations among Gen Z. The survey will target a diverse Gen Z

individuals, by exploring their social media habits that leads to exposure of

idealized body image that the social media perceives. The findings or result of

this study will provide insights into how social media influences Gen Z’s body

image and will also suggest for advertisers to promote a positive marketing. This

study aims to offer a comprehensive understanding of social media’s impact on

Gen Z’s body image perceptions and guide the development of marketing

strategies that can promote a healthy self perception among the demographics.

Sampling Technique
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

The researchers will employ the purposive sampling technique to focus

specifically on Generation Z. This approach enables us to strategically select

participants who are representative of this demographic, ensuring that our

sample is both relevant and insightful for the objectives of our study. Through

purposive sampling participants can be chosen based on certain criteria, such as

high level of social media engagement such as Gen Z. By implementing this

technique to our study, it ensures that the person with relevant and direct

experience with the research issue is included in the sample for advertisers to

understand the root effect of negative marketing.

Participants of the Study

The primary participants of this study would be Generation Z. These

participants would typically be active users of different social media

applications that influence them such as instagram, tiktok, and facebook from

the frequency on how they use the platforms. Ranging from teenagers to young

adults within the age bracket of 13 to 25 years old. Ensuring the diversity and

inclusivity, participants from different backgrounds, genders, ethnicities and

geographic location are open for the survey. But, providing voluntary consent to

participate in our study is a must. Participants will be selected based on how

well they match the study's criteria. Researchers will establish criteria to ensure

they obtain reliable information. Clear information about the study's purpose,

procedures, risks and benefits would be provided to potential participants to

ensure the informed decision making for their participation.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Instrumentation

This part of the research would determine the proposed data collected by

the researchers as a result of the influence of social media on the perception of

Gen Z bodies as implication for advertisers in strategizing in marketing.

To attain the objectives and address the research questions of the study; a

survey questionnaire was formulated with a quantitative approach that referred

to a Likert scale. The survey questionnaires will be categorized based on the

problem including the profile of the respondents. It determines the major

influences of social media as generation z uses it and how they see or perceive

body image. Whereas, if the respondents see bodies differently based on what

they see on online platforms which can help the marketing field in making

effective strategies to upsell or have better outcomes in marketing.

Validation of Instrument

As researchers of this study, it is our responsibility to design and develop

the survey questionnaire. We ensure that each survey question is analyzed and

measured to determine the specific influence of social media use on Gen Z's

body image perception. We will ensure that the survey questionnaire addresses

the objectives of this study. Moreover, we will conduct a Cronbach's alpha test

to check the reliability of the questions. With these steps, we ensure making a

reliable and effective survey.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Data Gathering Method

This study began with a comprehensive reading and research on how

Generation Z's social media usage influences their perception of body image,

facilitating the development of effective marketing strategies targeted towards

this demographic. The researchers will use a quantitative approach to understand

how social media shapes the body image perception of Generation Z and

provide actionable insights for marketers to leverage this understanding

effectively. In order to collect the data, the researchers will be conducting a

survey questionnaire to explore their influence on social media and self-

perception of one's body.

The researchers will perform various tasks in in order to draw a conclusion:

a. Identification of the respondents of the study

b. Selection of appropriate research methodology

c. Construction of research questions for the respondents

d. Producing survey questionnaire for the respondents

e. Validation and reliability checking of survey questionnaire

f. Sending the survey questionnaire to respondents in a convenient way

g. Gathering primary data from respondents based on the

completed questionnaire

Once all statistical data are gathered, it will be recorded, evaluated, and

interpreted. The findings will be summarized and are anticipated to focus on the
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

influence of social media on body perception among Generation Z and the

strategies employed by advertisers to mitigate its adverse influence on

marketing.

Data Treatment Approach

The researchers devoted their time, efforts, and cooperation in designing

surveys with explicit phrases in order to serve the intended respondents. The

survey was conducted through the google forms, and with the use of close-ended

questions that are researcher-made from the objectives of the study. The

majority of the items in the questionnaire are created and are dichotomous

questions to which respondents can respond based on the set Likert scale. After

the research adviser approves the questions for the survey, questions were given

to the people

identified as Generation Z which are the respondents.

The participants had also set aside time to respond to the queries. The

data received from this study instrument was gathered and structured based on

the participants' responses. The confidential responses used to gather

information are secured. Each respondent has been given 5-10 minutes to

comfortably answer and fill out the questionnaires. The researchers consistently

assure respondents of the confidentiality of filled answers as it will only be used

for the research work.

The researchers expressed deepest gratitude to the respondents, not only

for taking the time to complete the questionnaire, but also for being willing to be

a part of the research success. After that, the respondents took part in the survey;

the results were checked, counted and analyzed.

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Ethical Consideration

In order to effectively assist the intended respondents, the researchers

invested a great deal of time and effort into creating appropriate and

understandable phrases in order to assist participants. They used closed-ended

questions that matched the goals of the study using Google Forms. The study

specifics were provided to the participants, who were also made aware of their

unrestricted freedom to withdraw or not continue at any moment. In advance of

participation, consent was acquired, and answers were kept private. The survey

questionnaires will be examined and authorized by a research adviser to validate

based on ethical standards and appropriateness. Following the survey, the results

will be checked also by the recommended statistician together with the adviser

for accuracy. Strict ethical considerations will be followed through the process

and implementation to guarantee confidentiality and fairness.

References:

Ahmad, A. H., Idris, I., & Jing, R. M. L. (2019). The effects of self-

esteem and influence of friends via social media on body image amongst

children. International Journal of Financial Research, 10(5), 40–53.

https://doi.org/10.5430/ijfr.v10n5p40
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Bernardini, J. (2014). The infantilization of the postmodern adult and the

figure of kidult. Postmodern Openings

Cayla, K., Eithan, M., & Macie, C. (2023). The Impact of Social Media on Body

Image and Self-esteem: A Comparative Study of Adolescent Girls in

United States and South Korea. Studies in Social Science & Humanities,

2(11), 30–37. https://doi.org/10.56397/sssh.2023.11.05

Çimke, S., & Yıldırım Gürkan, D. (2023). Factors affecting body image

perception, social media addiction, and social media consciousness

regarding physical appearance in adolescents. Journal of Pediatric

Nursing, 73, e197–e203. https://doi.org/10.1016/j.pedn.2023.09.010

Cristea, D. S., & Ştefănică, M. (2023). Determining factors in shaping the

sustainable behavior of the generat ion Z consumer. Frontiers in

Environmental Science, 11. https://doi.org/10.3389/fenvs.2023.1096183

Courtney, D. A. (2020). Exploring Generation Z's Environmental

Concerns and Its Effects on their Purchasing Behaviors.

Coy-Dibley, I. (2016). “Digitized Dysmorphia” of the female body: the

re/disfigurement of the image. Palgrave Communications, 2(1), 1-9.

doi:https://doi.org/10.1057/palcomms.2016.40

Daiy, K., Frieson, T., Palacio-Londono, L., Barnes, I., Olmedo, S., Aranda,

P., Valeggia, C. (2023). Body norms, body image, and media in a

market- integrating indigenous population in Argentina: A mixed-

methods
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

investigation. American Journal of Human Biology, 35(2).

https://doi.org/10.1002/ajhb.23813

Dragolea, L.-L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A.-C., Nuţă, F.-M.,

Euajarusphan, A. (2021). Online social media usage behavior, attitude,

satisfaction, and online social media literacy of Generation X, generation

Y, and generation Z. SSRN Electronic Journal.

https://doi.org/10.2139/ssrn.3998457

Feng, X. (2023). Social Media overall impact womens perception on their

bodies. Lecture Notes in Education Psychology and Public Media, 3(1),

762–766. https://doi.org/10.54254/2753-7048/3/2022328

Franchina, V., & Coco, G. L. (2018). The influence of social media use on body

image concerns. International Journal of Psychoanalysis and Education,

X(1), 5–14. Retrieved from

https://iris.unipa.it/retrieve/handle/10447/528114/1265345/Franchina_Lo

Coco Social media %26 body image_2018.pdf

Glaser, H. C., Jansma, S. R., & Scholten, H. (2024). A diary study investigating

the differential impacts of Instagram content on youths’ body image.

Humanities and Social Sciences Communications, 11(1).

https://doi.org/10.1057/s41599-024-02960-3
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Gualdi-Russo, E., Rinaldo, N., Masotti, S., Bramanti, B., & Zaccagni, L. (2022).

Sex differences in body image perception and ideals: Analysis of

possible determinants. International Journal of Environmental Research

and Public Health, 19(5), 2745. https://doi.org/10.3390/ijerph19052745

Gutierrez, P., & Gerardy, J.-Y. (2017). Causal inference and uplift modeling: A
review of the literature. In Paper presented at the international
conference on predictive applications and APIs

Hallberg, A. (2023). Generation Z Consumers' Attitudes towards Body

Diversity in Fashion Advertisements: A quantitative study on the effect
of consumers' own body size to their attitude. Retrieved from
https://www.diva- portal.org/smash/record.jsf?
pid=diva2%3A1816533&dswid=1102

Hansen, M. (2018). SOCIAL SYSTEMS SHAPING GENERATION Z. ProQuest.

https://www.proquest.com/openview/70e50ded17e71daaab86f2026d1f0

226/1?pq-origsite=gscholar&cbl=18750

Hepburn, E., & Mulgrew, K. E. (2023). An experimental investigation of

whether body-positive messaging on fitspiration and diverse images can

improve state body image in women. Body Image, 47.

https://doi.org/10.1016/j.bodyim.2023.101642

Jarman HK;Marques MD;McLean SA;Slater A;Paxton SJ; (n.d.). Social Media,

body satisfaction and well-being among adolescents: A mediation model

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

of appearance-ideal internalization and comparison. Body image.

https://pubmed.ncbi.nlm.nih.gov/33285385/

Kaur, N., Sulaiman, S. S., Hamid, H. A., Ghazali, N., Radzi, A. H. M., & Sani,

Y. S. A. (2022). The Extent of Media Influence on the Body Image of

Malaysian Emerging Adults. International Journal of Asian Social

Science, 12(1), 43–54. https://doi.org/10.18488/5007.v12i1.4408

Kim, H. M. (2021). What do others’ reactions to body posting on Instagram tell

us? The effects of social media comments on viewers’ body image

perception. New Media and Society, 23(12), 3448–3465.

https://doi.org/10.1177/1461444820956368

Kłonowska, M., & Radlińska, I. (2023). use of social media and perception of

body image and sense of coherence. Journal of Education, Health

and Sport, 37(1), 25–40. https://doi.org/10.12775/jehs.2023.37.01.002

Lerm, N. (2022), “Gen Z are the hottest new audience”, available at:

www.bizcommunity.com/Article/196/ 347/227548.html

Lôbo, I. L. B., Mello, M. T. de, Oliveira, J. R. V. de, Cruz, M. P., Guerreiro, R.

de C., & Silva, A. (2020). Body image perception and satisfaction in

university students TT - Percepção da imagem e satisfação corporal em

estudantes universitários. Rev. Bras. Cineantropom. Desempenho Hum,

22, e70423–e70423. Retrieved from

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1980-

00372020000100340

Maghirang, T. (2019). Get ready for tech-savvy Gen Z! The Manila Times.

Retrieved from https://www.manilatimes.net/2019/03/24/business/

sunday-business-i-t/get-ready-for-tech-savvy-genz/530014 on April

12, 2021

Mariani, M. M., & Basile, G. (2019). Instagram fashion influencers: Profiling

and role modelling. Journal of Fashion Marketing and Management: An
International Journal, 23(3), 297-314

Mariyam, T., & Aishath, N. (2023). Investigating the Relationship between

Frequent use of Instagram and Body Image Issues in Young Women.

International Journal of Social Research & Innovation, 7(1), 29–47.

Retrieved from http://13.251.98.103/index.php/ijsri/article/view/71

Melvin, Kaylan, "The Associations Between Adolescent Motives for Social

Media Use with Body Dysmorphia, Eating Disorder, and Anxiety and

Depression Symptoms" (2023). Honors Theses.

2872.https://egrove.olemiss.edu/hon_thesis/2872

Nadina, L. (2020). How fashion influencers on Instagram are changing the

fashion industry. Review of Applied Socio-Economic Research, 20(2),

79-86
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of

social media influencer’s credibility attributes on gen Z purchase

intention with brand image as mediation. International Journal of

Research in Business and Social Science (2147- 4478), 11(5), 18–32.

https://doi.org/10.20525/ijrbs.v11i5.1893

Perloff, R. M. (2014). Social Media Effects on Young Women’s Body Image

Concerns: Theoretical Perspectives and an Agenda for Research. Sex

Roles, 71(11–12), 363–377. https://doi.org/10.1007/s11199-014-0384-6

Phan, M., & Dinh, A. (2023). Body Image: A Study Concerning Teenage Social

Media Involvement and Body Satisfaction. Journal of Student Research,

11(1). https://doi.org/10.47611/jsrhs.v11i1.2281

Pilgrim, K., Bohnet-Joschko, S. Selling health and happiness how influencers

communicate on Instagram about dieting and exercise: mixed

methods research. BMC Public Health 19, 1054 (2019).

https://doi.org/10.1186/s12889-019-7387-8

Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer

marketing: When and why gen Z consumers avoid influencers and

endorsed brands. Psychology & Marketing, 40, 27–47.

https://doi.org/10.1002/mar.21749
 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Prakash Yadav, G., & Rai, J. (2017a). The generation Z and their social media

usage: A review and a research outline. Global Journal of Enterprise

Information System, 9(2), 110. https://doi.org/10.18311/gjeis/2017/15748

Psych Central. (2021, December 3). How the media affects body image. Psych

Central. https://psychcentral.com/health/how-the-media-affects-body-

image

Raza, M., uz Zaman, S., Qabool, S., Hasnain Alam, S., & Ur-Rehman, S.

(2003). Role of Marketing Strategies to Generation Z in Emerging

Markets. Journal of Organisational Studies and Innovation, 9(3),

16–43. https://doi.org/10.51659/josi.21.166.

Richa, N. (2019, March 11). Social Media and Eating Disorders in Lebanon.

Retrieved June 03, 2019, from Life & Entertainment Health:

https://en.annahar.com/article/946480-socialmedia-and-eating-disorders-

in-lebanon

Sarawanawong, J., Fyeted, K., Ngernpoolsap, D., & Chantrdee, W. (2017).

Online Social Media Usage Behaviors of Undergraduate Student,

Kasetsart University. The Journal of Library and Information Science

Srinakharinwirot University, 10(2), 16-31.

Torres, A., & Hartman, J. (2023). The Influence of Social Media Use on Body

Image Disturbances and Eating Disorders. Revista de Psiquiatria

 LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
College of Business Administration

Clinica, 50(5), 280–286. https://doi.org/10.15761/0101-

60830000000697

Wu, Y., Xue, Y., Zhao, X., Han, S., & Wu, W. (2024). Unravelling the veil of

appearance anxiety: exploring social media use among Chinese young

people. Research Gate.

https://www.researchgate.net/publication/347531412_Factors_Influencin

g_Generation_Z_Intention_in_Using_FinTech_Digital_Payment_Servic

es