Digital self-presentation and appearance anxiety
Evidence from TikTok use among international students in Chinese universities
DOI:
https://doi.org/10.32674/0f5dq052Keywords:
Digital self-presentation, appearance anxiety, TikTok, social comparison, international students, Chinese universitiesAbstract
This study examines the association between digital self-presentation on TikTok and appearance anxiety among international students enrolled in Chinese universities. It investigates whether appearance-based social comparison is indirectly associated with digital self-presentation and appearance anxiety and whether TikTok use intensity strengthens this direct association. This study addresses the intersection of cross-cultural adaptation, identity negotiation, and appearance-focused social media use among an international student population. Data were collected through a cross-sectional online survey of 428 international students enrolled in Chinese universities who reported using TikTok during the preceding month. Digital self-presentation, appearance-based social comparison, appearance anxiety, and TikTok use intensity were measured using 17 reflective indicators. The measurement and structural models were assessed using partial least squares structural equation modeling (PLS-SEM). The analysis examined construct reliability and validity, direct associations, indirect associations through appearance-based social comparison, and interactions between digital self-presentation and TikTok use intensity. Digital self-presentation was positively associated with appearance anxiety and appearance-based social comparison. Appearance-based social comparison was positively associated with appearance anxiety and was significantly indirectly associated with digital self-presentation. TikTok use intensity strengthened the positive association between digital self-presentation and appearance anxiety.
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