Virtual makeover: Selfie-taking and social media use increase selfie-editing frequency through social comparison

Studies have explored the predictors of selfie-posting, but rarely investigated selfie-editing, a virtual makeover for online self-presentation. This study, based on social comparison theory, examined a psychological pathway from individual characteristics to selfie-editing behavior through social comparison. It was hypothesized that selfie-taking, public self-consciousness, social media use, and satisfaction with facial appearance would indirectly influence selfie-editing through social comparison of appearance (with friends or social media influencers/celebrities). A two-wave longitudinal online survey was conducted in South Korea among female smartphone users aged 20 to 39 (N = 1064 at Wave 1 and 782 at Wave 2). The results revealed that frequent selfie-taking, higher levels of public self-consciousness, and more use of social media at Wave 1 were associated with social comparison with friends at Wave 1, which increased selfie-editing behavior at Wave 2. However, those three independent variables did not have indirect effects on selfie-editing at Wave 2 through social comparison with influencers/celebrities. Also, satisfaction with facial appearance had neither direct nor indirect effect on selfie-editing at Wave 2. The findings suggest that individuals engage in social comparison and resulting selfie-editing not because of their dissatisfaction with appearance, but because of the desire for more ideal online self-presentation.