Understanding How Instagram Usage Influences Self-Image: A Case of Pakistan

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Instagram has emerged as a leading social networking platform, particularly favored by young audience due to its free entertainment, ease of use, and opportunities for social interaction. Therefore, this study explores users' attitudes toward beauty trends, social media influencers, and the impact of Instagram on university students' self-perception, especially in terms of comparing themselves to others. The research is conducted with a sample of 50 university students from Lahore, Pakistan, using Structural Equation Modeling. Based on the Self-Perception theory, findings showed that Instagram users usually compared themselves with others, leading to negative feelings about their own lives and self-worth. Moreover, the content related to beauty standards on Instagram tends to make users feel dissatisfied with their appearances. Some users even idolize Instagram celebrities, viewing them as models to emulate, while others regard them as ordinary people. This admiration drives interest in beauty and weight loss products aimed at achieving a celebrity-like appearance. However, the weight loss photos are not particularly motivating, but the images related to workouts tend to inspire users more. The results affirmed that the ideals influence users promoted on Instagram and experience pressure from these ideals, leading to the conclusions drawn in our research.