Facebook Use for Profile Maintenance and Social Grooming and Young Korean Women’s Appearance Comparison With Peers and Body Image Concerns

Abstract

The aim of this study is to examine the relationship between Facebook use, appearance comparison with peers, and body image concerns among young Korean women. Focusing on two major types of social media activities (i.e., profile maintenance, social grooming), this study investigated whether these specific types of user activities would be significantly related to greater appearance comparison with peers, and in turn, would be linked to increased levels of body image concerns. An online survey (N = 305) was conducted among young Korean women (aged 18–29) in Korea. Results indicated that the frequency with which Korean female participants engaged in profile maintenance and social grooming activities on Facebook was positively associated with appearance comparison with peers, and the mediation analysis revealed that appearance comparison mediated the relationship between Facebook use variables and body image concerns, such as lower weight satisfaction and greater drive for thinness. Theoretical and practical implications for these findings are further discussed.