Exploring the Impact of Instagram Ads on Body-image  and the Desire for Cosmetic Procedures within the Framework of Social Comparison Theory: A Qualitative Study

Qutub, Afnan; Bukhari, Fadiah

doi:10.21608/jkom.2023.325809

Exploring the Impact of Instagram Ads on Body-image and the Desire for Cosmetic Procedures within the Framework of Social Comparison Theory: A Qualitative Study

Authors

Afnan Qutub ¹
Fadiah Bukhari ²

¹ Journalism and Digital Media Dept., Faculty of Media and Communication, King Abdul-Aziz University, Saudi Arabia

² Marketing Communication Dept., Faculty of Media and Communication, King Abdul-Aziz, University, Saudi Arabia

10.21608/jkom.2023.325809

Abstract

There has been a noticeable boost in cosmetic procedures among Saudi female undergraduates in recent years. Instagram is one of the powerful tools used to promote beauty standards through ads. This study evaluates the effects of Instagram on viewers’ body image and their desire for cosmetic procedures. To collect data for the study, we conducted in-depth interviews with 26 Saudi females and two focus groups. The participants ranged between 19 to 27 years old. Participants identified 15 cosmetic procedures that they had tried or intended to try. The participants ranked lip fillers, laser hair removal, and tooth whitening as the most desired procedures, while browlifts was the least desired cosmetic procedures; nose and face Botox procedures were in the average range. Participants indicated that Instagram ads played a significant role in their decisions to consider cosmetic procedures, stating that they compared their bodies and faces with those of the models. Self-evaluation and other judgments played a secondary role in their decision-making. The study’s findings highlighted the idea of “pretty girl privileges,” which refers to the idea that becoming more attractive will lead to social and professional benefits, including marriage proposals, job offers, job promotions, larger social networks, more social acceptance, higher sales, and being perceived as funnier. Although the Instagram ads did lead to body and face dissatisfaction, they also inspired users to maintain their diet and physical fitness.

Keywords

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