The Impact of Xiaohongshu Influencers on Female University Students Body Image Satisfaction

Yap, Qiao En (2023) The Impact of Xiaohongshu Influencers on Female University Students Body Image Satisfaction. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Global concerns about Xiaohongshu and influencers arise from their tendency to present idealized images, leading to body image dissatisfaction, especially among young adults. This research focuses on female university students, primarily users aged 18-34, who are more susceptible to unrealistic beauty standards promoted by influencers. The study aims to understand these students' perceptions of Xiaohongshu influencers and their impact on body image satisfaction. A survey-based quantitative research method was used with 100 Malaysian female university students, revealing that Xiaohongshu influencers have both positive and negative effects. Some students believe these influencers have perfect bodies, leading to increased self-dissatisfaction and excessive exercise, while others are motivated by them for weight loss and are less influenced by unrealistic beauty standards. Importantly, the study found that platform usage itself did not significantly impact body image satisfaction, primarily influenced by students' perceptions of Xiaohongshu influencers.