Viewing idealized social media images may negatively impact women’s self-esteem, yet the underlying mechanisms and vulnerable female groups remain under-investigated. This online experiment applied a posttest-only, between-subjects design to examine the interaction effects of viewing #fitspiration and #thinspiration Instagram images, body mass index, and perceived weight on women’s self-esteem (N = 221) via appearance comparison. A moderated moderated mediation analysis (MMMA) shows significant effects for fitspiration and thinspiration conditions. Fitspiration pictures predicted lower self-esteem among Overweight women with perceived healthy weight (OH) than healthy weight women with perceived healthy weight (HH) and those with perceived overweight (HO). Thinspiration images resulted in lower self-esteem among HO than HH and OH. Implications include the importance of subjective and objective appearance comparison measurements, effect sizes of idealized social media images, the usefulness of MMMA, and the call for an Instagram literacy program.
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