Mirror, mirror on the wall, who`s the skinniest on Instagram? How social support and comparison shape body image in the age of social media

Abstract

As digital technologies continue to advance, social networking platforms have become an integral part of everyday life. Users increasingly rely on these platforms not only for communication but also for sharing personal experiences. While such engagement can promote social connection, it has also been linked to psychological challenges, particularly in relation to body image. This study examines the relationship between social media use and body image perception, with a specific focus on perceived social support, the frequency and direction of social comparison, and the moderating role of gender. The sample comprised 114 Romanian participants aged between 19 and 58 years (M = 27.49, SD = 10.66). The results indicated a significant positive association between upward social comparison and body image concerns (Estimate = .88, p < .001), as well as a significant negative association between perceived social support and body image concerns (Estimate = –.38, p < .05). Gender significantly moderated the relationship between upward social comparison and body image (Estimate = .66, p < .05), with the association being stronger and statistically significant among women, but not among men. These findings underscore the psychological effects of social media use and highlight the importance of gender-specific dynamics in understanding vulnerability to body image dissatisfaction in the context of social comparison.