Negative body image is prevalent among women and may lead to physical and mental health problems. Social media-including China's most popular platform, WeChat Moments-aggregates multiple aspects of appearance-related pressure and therefore is an important risk factor for negative body image. The current study examines the relationship between WeChat Moments usage and body image among female college students and the mediating mechanism of body surveillance. A sample of 151 female college students completed a 7-day ecological momentary assessment (EMA), responded to three surveys per day, and provided a total of 2949 EMA responses. We used multilevel structural equation modeling (MSEM) to examine the hypothesized models at both the between- and within-individual levels. The results showed that both overall WeChat Moments usage and appearance-related exposure on WeChat Moments were inversely and indirectly related to body image through the mediating role of body surveillance at the between-individual level. However, both overall WeChat Moments usage and appearance-related exposure on WeChat Moments were positively and indirectly related to body image through body surveillance at the within-individual level. Our findings indicate that WeChat Moments usage is associated with college women's body image differently at the between- and within-individual level, and body surveillance serves as a crucial underlying mechanism.
Keywords: WeChat Moments; body image; body surveillance; ecological momentary assessment; multilevel structural equation modeling.
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