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Type :thesis
Subject :BF Psychology
Main Author :Azeera Azlin Rohimi
Title :The influence of social media addiction and social comparison on skin tone satisfaction: a moderating and mediating effect models comparison
Place of Production :Tanjong Malim
Publisher :Fakulti Pembangunan Manusia
Year of Publication :2022
Corporate Name :Universiti Pendidikan Sultan Idris
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Abstract : Universiti Pendidikan Sultan Idris
The main objectives of this study are to examine the level of skin tone satisfaction among Malaysian young adults, and to explore the associations between social media addiction, social comparison (upwards and downwards comparison), and skin tone satisfaction. Two models are built: Model 1 proposed that social media addiction and social comparison can significantly influence skin tone satisfaction, and social media addiction can significantly moderate the relationship between social comparison and skin tone satisfaction. Model 2 proposed that social media addiction and social comparison can significantly influence skin tone satisfaction, and social comparison can significantly mediate the relationship between social media addiction and skin tone satisfaction. A total of 414 university students have participated and answered a demographic questionnaire, along with Skin Colour Satisfaction Scale (SCSS), Upwards/Downwards Physical Appearance Comparison Scale (UPACS/DACS) and Bergen Social Media Addiction Scale (BSMAS). Data was analysed using SPSS and AMOS. Descriptive analysis shows that the level of skin tone satisfaction among respondents is moderate. Multivariate analysis shows that only upwards comparison has significant influence on skin tone satisfaction (β = -.448, p < .001). Social media addiction also shows significant moderating effect only on the relationship between upwards comparison and skin tone satisfaction. On the other hand, social media addiction is found to have significant influence on both upwards (β = .474, p < .001) and downwards (β = .311, p < .001) comparison. Upwards comparison is also a significant mediator to the relationship between social media addiction and skin tone satisfaction (β = -.748, p = .007). Downwards comparison do not have the same mediating effect. The implication of this study proves that being addicted to social media can significantly lead to body dissatisfaction issues and thus, expanded the Tripartite Influence Theory in the context of media’s role.

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