THE PSYCHOLOGICAL IMPACT OF SOCIAL MEDIA ADVERTISEMENTS ON BODY IMAGE AND SELF-ESTEEM AMONG YOUNG GIRLS

Authors

  • Huma Arshad MS Scholar, Department of Media Studies, Bahria University, Islamabad
  • Dr. Qamar Abbas Assistant Professor, Department of Media Studies, Bahria University, Islamabad
  • Dr. Raza Waqas Ahmad Independent Research, PhD of Media and Communication Studies

Abstract

This study examines the psychological impact of social media advertisements on body image, self-objectification, and related outcomes among young girls, using objectification theory as a framework. A quantitative design was employed with a sample of 304 participants. Results revealed that 45.7% observed objectified body images in ads, and 42.1% felt pressured to conform to specific appearance standards. The study revealed that appearance worries existed among 31.9% of the participants on social media, and 26.3% experienced depressive feelings due to social comparisons. The study Body image dissatisfaction reveals itself to act as a powerful mediator which links social media exposure to self-objectification as well as negative psychological effects. The obtained research data demonstrates a strong necessity to address this critical issue. Media literacy education should be implemented as a tool to help adolescent girls analyze unrealistic media beauty ideals.

Keywords: Psychological Impact, Social Media Advertisements, Objectification Theory, Self-Objectification

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Published

2025-08-28

How to Cite

Huma Arshad, Dr. Qamar Abbas, & Dr. Raza Waqas Ahmad. (2025). THE PSYCHOLOGICAL IMPACT OF SOCIAL MEDIA ADVERTISEMENTS ON BODY IMAGE AND SELF-ESTEEM AMONG YOUNG GIRLS. Policy Journal of Social Science Review, 3(8), 486–494. Retrieved from https://policyjssr.com/index.php/PJSSR/article/view/454

Issue

Vol. 3 No. 8 (2025): Policy Journal of Social Science Review

Section

Articles