SOCIAL MEDIA INFLUENCE ON BODY IMAGE AMONG FEMALE UNIVERSITY STUDENTS: A CASE STUDY OF INSTAGRAM

ABSTRACT
This study aimed at examining how social media and precisely instagram influences body
image among female university students. The specific objectives were to find out and
investigate: the consequences of instagram use on body image among female university
students, the effects of instagram on body image through social body comparison among
female university students, the adoption rate of Instagram among female university
students and the effect Instagram influencers have on body image of female university
students. The study hence targeted 347 female students in School of Journalism and Mass
Communication at the University of Nairobi where a sample size of 183 was reached.
Primary data was sourced using questionnaires and interview guides. Coding of
quantitative data was accomplished. The obtained data was entered into the computer
system for descriptive statistics. There was utilisation of Statistical Package (SPSS V 20.0)
and MS Excel to compute descriptive statistics such as percentages, standard deviation,
mean and frequency. This was meant for presentation of quantitative data in form of graphs
and tables. It was established that majority of the young women in universities believe that
there is a particular body frame that is promoted within the Instagram application as well
as by Instagram influencers within the Kenyan society which is contrary to the idealised
standards of beauty propagated in the Western nations. Respondents also indicated that
they sometimes look to instagram for the modern fashion trends and beauty aspects to boost
their image. It also came out that the use of instagram leads to greater feelings of anxiety
and depression due to body surveillance. In rare cases, unlike the Western countries where
this is viewed as major concern, use of instagram was seen to have minimal effects on
eating disorders and unhealthy dieting behaviours and sleeping challenges so as to attain
the body image that is ideal. The study therefore recommends that for purposes of
preserving young women’s health and confidence, it is important for the industry to
acknowledge how pressuring young women to fit into a particular frame leads to an
increase in body image concerns which in turn can result to management of appearance
behaviours on women. It also recommends that marketers should recognize that majority
of the young adult females adopt social media especially instagram and they can therefore
use this avenue to reach them for free in large numbers to sell products in which they are
the targeted market.