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ANTECEDENTS OF BODY IMAGE CONCERN AMONG HIGHER EDUCATIONAL INSTITUTIONS FEMALE STUDENTS: A MARKETING PROSPECTIVE APPROACH

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Author: 
Asad Ur Rehman, Dr. Zainudin Awang, Ayesha Nawal, Hamid Mehmood and Aftab, M.
Country: 
Malaysia
Volume & Issue: 
Volume 2, Issue 09, September 2020
Page No: 
406-413
Abstract: 

This study examine the association among media exposure, self-concept clarity, appearance related social comparison, internalization of thin ideal beauty and body image concerns. Higher educational institutions females students (N=484) completed self-reported measure of constructs. Structural equation Modelling examine various key findings: self-concept clarity mediates the link between media exposure and appearance related social comparison, also (b) self-concept clarity mediates the link between media exposure and internalization of thin ideal beauty. (c) appearance related social comparison mediates the link between self-concept clarity and body image concerns, but (d) internalization of thin ideal beauty did not mediates the relationship between self-concept clarity and body image concerns. These findings suggest greater exposure of media might contribute to body image concerns, because it disturb female susceptibility of self-concept disturbance, appearance related social comparison and internalization of thin ideal beauty.