Perfect Image: The Role of Images-Related Activities and Appearance Comparison on Instagram in Predicting Acceptance of Cosmetic Surgery Among Young Italian Women

Introduction. Instagram is a photo-based social network that has risen in popularity among young women, also in Italy. Appearance-related activities on Instagram a detrimental impact on women body image. Some research has shown that social media might encourage people to do something to modify one’s appearance, including cosmetic surgery that is deeply diffused among women also in Italy. Nevertheless, some research suggests that body satisfaction does not increase in women who have undergone some cosmetic surgical procedures. Appearance comparison on Instagram is strongly associated with its use, therefore it could be a risk factor for the interest in unnecessary cosmetic surgery. Method. Participants were 322 Italian women (mean-age=23), who completed a questionnaire containing the variables of interest. Descriptive analysis and hierarchical regressions were performed. Results. Regressions showed that image-related activities and appearance comparison on Instagram predicted the consideration of cosmetic surgery and its acceptance for social reasons. The acceptance of cosmetic surgery for intrapersonal reasons was predicted by the image-related activities only, no predictive role of appearance comparison was found. Conclusion. This research is one of few analyzing how specific activities of the Instagram use could and appearance comparison influence women’s acceptance of cosmetic surgery. These findings contribute to the understanding of the social media activities and its related psychological processes that trigger women’s interest in cosmetic surgery.