Upward Social Comparison as a Mediator: Intensity of Instagram Use and Body Image Among Thai Young Adults

Objective: This study examined the correlations among body image, Instagram use intensity, and upward social comparison, and the mediating role of upward social comparison among Thai young adults aged 18–26 years. Materials and Methods: Following informed consent, 249 Thai young adults aged 18–26 years completed the Multidimensional Body-Self Relations Questionnaire–Appearance Scales (MBSRQ-AS), the Upward Comparison on Instagram Scale, and the Instagram Intensity Scale. Data were analyzed using descriptive statistics, Pearson's correlation, and mediation analysis using PROCESS version 4.2 in SPSS version 29, with bootstrap resampling. Results: Among eligible participants (72.3% female, 27.3% male; mean age = 22.48, SD = 2.34), Instagram use intensity was very weakly positively correlated with upward social comparison (r = .157), appearance evaluation (r = .174), and appearance orientation (r = .293). Upward social comparison was weakly positively correlated with appearance orientation (r = .249) and overweight preoccupation (r = .249), and weakly negatively correlated with appearance evaluation (r = -.259) and body areas satisfaction (r = -.265). Mediation analysis showed upward social comparison fully mediated the relationships between Instagram use intensity and overweight preoccupation (β = .227) and body areas satisfaction (β = -.197), and partially mediated the relationship with appearance evaluation (β = -.201). Conclusion: Instagram use intensity, upward social comparison, and body image were significantly associated among Thai young adults. Upward social comparison mediated the relationships between Instagram use intensity and several body image dimensions, suggesting that it is an important mechanism through which Instagram use may influence body image.