AbstractThe 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.....