Who is at risk on Facebook? The effects of Facebook News Feed photographs on female college students' appearance satisfaction

This study investigates the effects of Facebook News Feed photographs on female college students' appearance satisfaction. We conduct an experiment in which we expose participants (N = 116) to Facebook News Feed photographs of either physically attractive or unattractive females. Participants who look at photographs of physically attractive females are less satisfied with their own physical appearances than those who look at photographs of unattractive females. The effects of the photographs (attractive versus unattractive) are moderated by participants' levels of appearance comparison orientation, self-esteem, and appearance schemas. The findings suggest that female college students with high levels of appearance comparison orientation and appearance schemas, and low levels of self-esteem, are more vulnerable to the negative effects of Facebook News Feed photographs. Implications for developing Facebook-focused prevention programs are discussed.