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 B.....

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