Influence of Instagram Beauty Influencers on Body Image Perception Among Nnamdi Azikiwe University Female Students

The algorithmic amplification of curated beauty content on Instagram has intensified concerns about the psychological effects of idealised body representations on young women in Nigeria, where Western beauty standards increasingly intersect with indigenous aesthetic values to produce complex body image pressures. This study examined the influence of Instagram beauty influencer content on body image perceptions and self-esteem among female undergraduate students of Nnamdi Azikiwe University (UNIZIK), Awka. The study was anchored on the Social Comparison Theory, which posits that individuals evaluate their own social and physical attributes by comparing themselves with others, with media-mediated comparisons producing particularly powerful self-evaluative consequences. A survey research design was adopted, targeting a population of 9,200 female students at UNIZIK. A sample of 369 respondents was drawn using the Taro Yamane formula, and a structured questionnaire was administered to assess Instagram usage intensity, influencer following patterns, and body image dimensions. Findings indicated a significant negative correlation between high-frequency Instagram beauty influencer exposure and positive body image scores, with respondents who followed more than 20 beauty influencers reporting significantly lower body satisfaction and higher appearance anxiety. Skin tone, body size, and facial feature idealisation were the most commonly internalised appearance standards. Respondents with higher media literacy scores demonstrated greater critical resistance to influencer beauty standards. The study concluded that Instagram beauty influencer culture exerts measurable harmful effects on body image among UNIZIK female students. It was recommended that the university integrate body image literacy into health education programming and that Instagram expand its content diversity algorithms to amplify body-positive creators.
Keywords: Instagram, beauty influencers, body image, social comparison, UNIZIK female students