Self-schema and self-discrepancy mediate the influence of Instagram usage on body image satisfaction among youth

This study investigated the direct effect of Instagram usage on body satisfaction, whether this effect is mediated by appearance self-schema and self-discrepancy, and whether self-esteem moderates this effect. A total of 273 university students using Instagram were conveniently recruited to do the online survey on demographic characteristics, Instagram usage, self-schema, self-discrepancy, body satisfaction and self-esteem. Partial Least Squares Structural Equation Modeling was used to test the research hypotheses. As predicted, the results revealed that appearance self-schema and self-discrepancy mediated the effect of Instagram usage on body satisfaction. Moreover, this mediation effect varied depending on the Instagram users' self-esteem level, such that the negative effect of Instagram usage on body satisfaction through self-schema and self-discrepancy became stronger for those with a lower level of self-esteem.