Examining the Impact of Instagram Influencers

Social media is a pervasive force that profoundly shapes perceptions, attitudes, and behaviours. Instagram, in particular, is a dominant platform where influencers wield significant power over their audiences. This thesis investigates the impact of Instagram influencers' appearances—categorised as realistic or unrealistic—on the self-esteem of their audiences, with a specific focus on gender differences. The central research question guiding this study is: "To what extent does the appearance of Instagram influencers (realistic versus unrealistic) affect the self-esteem of audiences between genders?" The problem addressed by this research is the growing concern about the negative effects of unrealistic beauty standards propagated by influencers, which are often unattainable and can lead to diminished self-esteem, especially among young users. Previous studies have highlighted the influence of media on self-esteem, but there is limited research specifically examining the differential impact of realistic versus unrealistic appearances and how these impacts vary between genders. To investigate this, a quantitative survey methodology was employed. Data collected from a diverse sample of Instagram users, comprising both male and female participants, through an online questionnaire. The survey included measures of self-esteem, exposure to different types of influencer appearances, and demographic information. Statistical analyses were conducted to compare the effects of realistic and unrealistic influencer appearances on self-esteem across genders. The findings reveal significant gender differences in self-esteem responses to influencer appearances. Female audiences generally experience lower self-esteem when exposed to unrealistic appearances compared to realistic ones. In contrast, male audiences show less variation in self-esteem between the two types of appearances, although some negative effects are still present. However, an interaction effect between the variables was not present. These differences are attributed to societal pressures and beauty standards that disproportionately affect women, emphasising the importance of physical appearance. The study highlights the critical need for promoting realistic portrayals on social media to mitigate negative self-esteem impacts. By understanding how different types of influencer appearances affect self-esteem across genders, this research provides valuable insights for marketers, social media platforms, and policymakers. Strategies can be developed to foster a healthier online environment, such as promoting diversity and authenticity in influencer content. This thesis contributes to the existing literature on social media's psychological impacts and underscores the importance of cultural and gender-sensitive approaches in addressing self-esteem issues. The findings advocate for a shift towards more realistic and inclusive digital spaces, ultimately aiming to enhance the well-being of social media users.