Social media platforms play a significant role in the lives of young people. While the usage of these platforms has grown, research exploring the challenges of body image remains limited. This study investigated whether initiating negative body talk functioned as an indirect pathway between appearance comparison on social media and body shame and whether perceived sociocultural influences from parents, friends, and media on body image moderated this indirect effect. An online cross-sectional survey of 795 Chinese college students (Mage = 20.17, SD = 1.65; 60% female, 40% male) was conducted. Negative body talk was a partial indirect pathway in the association, and this indirect effect was significant among those experiencing higher sociocultural pressures from all three sources. This study highlights the need for health psychology in understanding and addressing the mental health consequences associated with digital media and sociocultural influences on body image perception.
Keywords: appearance comparison; body shame; negative body talk; social media; sociocultural influences; young adults.