Fashion Cultures 3: Dissertation by phoebebradley

Phoebe Bradley 16038202 Fashion Promotion Level 6 Manchester Fashion Institute Manchester Metropolitan University 15.04.2020

IS INFLUENCER MARKETING ON INSTAGRAM THE CATALYST FOR BODY DYSMORPHIC DISORDER AND OTHER SELF-IMAGE RELATED MENTAL HEALTH ISSUES AMONGST FEMALE MILLENNIALS?

CONTENTS 2

1.0 INTRODUCTION 1.1 Background 1.2 Scope of The Project 1.3 Aim & Objectives 1.4 Methodology 1.5 Structure of Thesis

2.0 LITERATURE REVIEW 2.1 Introduction 2.2 Social Media 2.3 Unrealistic Beauty Standards 2.4 Body Dysmorphic Disorder 2.5 Influencer Marketing 2.6 Social Comparison Theory 2.7 Chapter Summary

4 4 4 5 5 5

6 6 6 8 10 11 12 13

3.0 METHODOLOGY 3.1 Questionnaire Survey 3.2 Participant Selection Criteria 3.3 The Questionnaire Design 3.4 Limitations 3.5 Ethical Considerations

14 15 15 16 17 17

4.0 RESULTS & ANALYSIS 4.1 Introduction 4.2 Questions 2 & 3 4.3 Question 4 4.4 Question 5A 4.5 Question 5B 4.6 Question 6 4.7 Question 7 4.8 Question 8 4.9 Question 9 4.10 Question 10 4.11 Question 11 4.12 Chapter Summary

5.0 DISCUSSION & RECOMMENDATIONS 5.1 Introduction 5.2 Research Objective 1 5.3 Research Objective 2 5.4 Research Objective 3 5.5 Research Objective 4 5.6 Chapter Summary

18 18 19 20 20 21 22 23 24 25 26 26 27

28 28 29 30 32 33 33

6.0 CONCLUSION 6.1 Significance of the Study 6.2 Future Research Suggestions

34 34 34

7.0 LIST OF FIGURES 8.0 REFERENCES

9.0 APPENDICES 9.1 Appendix 1: Questionnaire Survey Plan 9.2 Appendix 2: Unanalysed Questionnaire Answers 9.3 Appendix 3: Significant Questionnaire Responses 9.4 Appendix 4: Full Questionnaire Responses 9.5 Appendix 5: Ethos Form

39 39 41 42 50 70 3

1.0 INTRODUCTION

1.1 Background: The digital revolution and the rise of social media has transformed the way in which society and companies consume and interact (SanMiguel et al., 2018; Thompson, 2019), resulting in marketing strategy adaptation that pushes to a more digital-focused approach to stay relevant. At the forefront of digital promotion, influencer marketing has become one of the most promising advertising methods for fashion brands (De Vierman et al., 2017; Elmhirst, 2019; Mintel, 2020), and utilisation of such marketing has seen an 11% increase within the last five years, growing to 86% in 2019 (De Vierman et al., 2017; McKinsey, 2019). A recent report found that almost 91% of marketing professionals found that influencers positively impacted brand awareness for their business, and 76% saw an increased revenue performance because of influencer collaboration in the past year. It therefore comes as no surprise that influencer marketing is forecasted to remain a prominent marketing technique in the future of the fashion industry (Launch Metrics, 2019).

Social media influencers (SMIs) are particularly popular among millennial consumers as 83% claim to follow or frequently view influencersâ&#x20AC;&#x2122; accounts on social media (Mintel, 2020). However, there is a notable increase in mental health issues amid millennials which is seen to be parallel to the increase of social media use (Mintel, 2019; Mintel, 2020). It is feasible to consider SMIs play a part in perpetuating mental health issues among millennials through the messages conveyed in their posts.

1.2 Scope of Project: This study will explore whether influencer marketing on Instagram has a negative impact on female millennials, with specific focuses on how self-esteem and body image are affected. Emotional and social development is crucial during adolescent years (Royal Society for Public Health, 2017), therefore it is vital to understand the effects that influencer marketing actually has on millennial femalesâ&#x20AC;&#x2122; mental wellbeing.

1.4 Methodology: 1.3 Aim & Objectives: Aim: To critically analyse the effect that influencer marketing has on female millennials and determine whether influencer marketing strategies in the fashion industry need to be reconsidered for the future. Research Objectives: RO1: To evaluate how influencer marketing and its impacts have developed over the years. RO2: To examine the role of the influencer and consider the pros and cons of this role. RO3: To discover any links between influencer marketing impacting mental health relating to selfimage and beauty perceptions. RO4: To propose adaptations to the influencer marketing strategy for fashion brands to consider in the future.

This thesis will implement a mixed-method approach to collect primary data. Qualitative and quantitative methods will be used to analyse open and closedended questions in an online questionnaire, that will enable the researcher to gain more personal insights into the female millennial perspective on social media influencers.

1.5 Structure of the Thesis: Consequently, a review of current literature will critically analyse existing research on the related topic, amounting to the literature review in Chapter 2. Chapter 3 will consist of an explanation into the methodologies implemented to collect and examine primary data, as well as discussing limitations, and the validity and credibility of the research. In Chapter 4, a presentation and analysis of the results will take place, depicting themes and key words from open-ended questions. Chapter 5 will discuss the questionnaire results in relation to the literature reviewed to form conclusions based on each Research Objective. Recommendations for fashion brands to consider will also be proposed in this chapter. Finally, Chapter 6 will draw final conclusions of the study, whilst focusing on the significance of the results and suggesting recommendations for future research.

2.0 LITERATURE REVIEW 6

2.1 Introduction:

2.2 Social Media:

This chapter will investigate the current literature surrounding the development of influencer marketing as a fashion-based promotional strategy, whilst studying both the pros and cons of utilising influencers in the industry. The literature discussed portrays how negative connotations of social media have developed links to damaging mental health and wellbeing, particularly among the female millennial demographic. However, it seems that there are few studies surrounding the effects of influencer marketing on the millennial generation relating to body image and self-perceptions. While there are previous conclusions on the correlations between social media and negative mental wellbeing, this study will investigate deeper into a particular part of social media, the role of the influencer, with goals to discover any connections between influencer marketing and its impact on millennials’ selfimage. It will examine the rise in the use of cosmetics surgery as a possible result of influencer marketing, and how the psychological effect that influencers have on millennials’ body image could develop into mental health issues such as Body Dysmorphia.

Technology has evolved to become an integral part of our daily lives, resulting in a 64% increase of internet users from 2006-2019 (Royal Society for Public Health, 2017). Now, 99% of adults claim to use the internet daily (Office for National Statistics, 2019). The use of social networks has been seen to be parallel with the growth amongst internet use, with 1 in 4 people now using social media worldwide (Royal Society for Public Health, 2017). Today, 72% of consumers engage and interact with fashion brands through social channels, highlighting the significance of social media marketing (Launch Metrics, 2019; Thompson, 2019). If used correctly, there is potential for social platforms to become a prevailing influence in supporting positive mental wellbeing (Royal Society for Public Health, 2017; Papadopoulos, 2017). Lewallen and BehmMorawitz (2016) highlight that image-based networks like Instagram can often work as forums encouraging a ‘fan culture’ between users through peer-to-peer interaction. Opportunities to use social platforms for social desires like building relationships, selfexpression and shaping self-identity consequently trigger positive effects on self-esteem (Wilcox and Stephen, 2013; Ormerod, 2016).

However, described as ‘more addictive than cigarettes and alcohol’ (Royal Society for Public

are not a true reflection of a user or their lifestyle. Research suggests that SMIs are predominantly

Instagram is perceived by millennials to be the most harmful social media platform with the biggest issue

Health, 2017:online), numerous studies indicate links between social media usage and poor mental health (Papadopoulos, 2017; Mintel, 2019), and recently Mintel (2020) found that 80% of users believe that social media can adversely affect mental health. Previous research has discovered correlations between increased use of social media and amplified depression and low self-esteem (El Khouly, 2018). Whilst social media use has associations with increased rates of anxiety, poor sleep and depression, it is no surprise that the rates of young people suffering with mental health difficulties have risen by around 70% over the past 25 years (Royal Society for Public Health, 2017). This clearly demonstrates negative impacts of social media consumption. Ormerod (2016:60) believes negative mental effects of social media are now ‘assumed to be part of our new reality’ which implies the level of severity of the issue.

influential amongst millennials (Khamis et al., 2017; Launch Metrics, 2019) and when considering the above notion that Instagram is a false reflection of an influencers’ reality, millennials are looking up to unlikely lifestyle portrayals and aspiring for the same.

being body image (Royal Society for Public Health, 2017; Papadopoulos, 2017). This is supported by figures released by the Mental Health Foundation (2019); photographs on social media have caused 35% of millennials to feel upset and ashamed about their body appearance. In 2017, 9 in 10 female teens claimed to be dissatisfied with their physique (Royal Society for Public Health, 2017), and whilst influencers speak to millennials more than any other demographic (Mintel, 2020), it is arguable that SMIs on Instagram are beginning to have a detrimental effect on female millennials’ body image.

There is no denying that Instagram can be an excellent way for individuals to express themselves (Lewallen and Behm-Morawitz, 2016), but it should not be overlooked that it allows users to participate in ‘selective self-presentation’ processes where users only reveal specific aspects of their lives (Wilcox and Stephen, 2013; Ormerod, 2016; Khamis et al., 2017; De Perthuis and Findlay, 2019). Therefore, there is an argument that curated picturesque pages

Figure 1- Social Media Rankings

2.3 Unrealistic Beauty Standards ‘Social media underwrites an epidemic of selfobsession’ (Khamis et al., 2017:199). There is no denying that social media now comes with enormous social pressures to have the perfect lifestyle, a faultless body and a flawless face (Ormerod, 2016; Khamis et al., 2017). One could argue that this is primarily due to the accessibility to image enhancing tools like filters, Photoshop and FaceTune, which allow individuals to alter their body and selfies from the palm of their hand. Social media culture picks out defects that may not have necessarily noticed had there not been so much pressure to look perfect (Ormerod, 2016) which could cause individuals to feel so unhappy with their appearance, that they resort to use filters and apps to edit their flaws away. When considering that 50% of social media users admit to editing their images for social media (Chae, 2017), it is clear that accessibility to editing apps has resulted in image enhancing becoming a social ‘norm’. In 2016, UK teenage girls reportedly spent an average of 1hour and 40minutes preparing for selfies weekly (Ormerod, 2016), which depicts the significance of looking flawless for the online community. El Khouly (2018) and Gritters (2019) note that exposing young women to a feed full of images that have almost no resemblance of how users actually look, a blurred vision develops between the truth of a users’ appearance and unattainable beauty standards. These standards are not necessarily tangible or obtainable thus resulting in dissatisfaction with body image and negative self-perceptions.

Figure 2- Editing Apps

Whilst some of the most popular Instagram accounts are profoundly surgically enhanced individuals, it is no surprise that academics are proposing social media as a key stimulus in the rise of young girls desiring cosmetic procedures to look prettier. A study found that almost 70% of girls aged 18-24 considered getting cosmetic surgery to improve their appearance (Royal Society for Public Health, 2017). Reports suggest that normalisation of cosmetic surgery is largely due to social media too; once seen as an exclusive for the elite, social platforms portraying reels of images of perfect yet plastic girls has ultimately brought LA culture amongst millennials who now desire to look ‘perfect’ too (Ormerod, 2016).

Previously, females looked to celebrities and stars with envy of their appearance, but as celebrities are seen to be so far from reality, it was not that much of a concern, as they portray inaccessible beauty standards for us to conform to (Ormerod, 2016). Nowadays, females are aspiring to women all around them; the relatable social media influencer who is ‘just like the rest of us’ and openly admits to having cosmetic procedures generates peer-to-peer social comparison amid the female and the SMI. The millennial ideology then changes from ‘I’m not ugly, I’m just poor’ to ‘if she can have it, why can’t I?’

Figure 3- Influencer

Borges (2011) discovered that despite being made aware that an image has been digitally enhanced, it still often negatively affects girls’ self-esteem and satisfaction with their own appearance. This further supports the proposal of the regularisation of image editing. Millennials in particular seem to be under the belief that ‘good looks’, ‘good living’ and materialistic consumption portrayed on social media gains admiration and emulation from viewers (Khamis et al., 2017:199), and are reported to link their self-esteem and self-worth with validation from others (Papadopoulos, 2017; El Khouly, 2018; Thompson, 2019). Given this in regard to social media and influencers, it could be suggested that when young females see these superior influencers receiving thousands of likes and comments per post, in comparison to their smaller quantities, results in feelings of inadequacy in comparison.

2.4 Body Dysmorphic Disorder: Some research proposes that such body discomfort can result in disorders of mental health like Body Dysmorphic Disorder (Lewallen and Behm-Morawitz, 2016; Ormerod, 2016; Higgins and Wysong, 2018). Also known as Body Dysmorphia and Dysmorphophobia (NHS UK, 2017; Higgins and Wysong, 2018), BDD is a mental health condition whereby a patient experiences highly inaccurate interpretations of their physical appearance (Franca et al., 2017; Phillips, 2017; Sweiss et al., 2017; BDD Foundation, no date). In 2013, BDD became inclusive to the obsessivecompulsive and related disorders spectrum (Higgins and Wysong, 2018), with the following symptoms to diagnose: 1. Finding numerous defects and worrying about specific areas 2. Social comparison 3. Recurring behaviour, for example mirror checking or mirror avoiding and picking at skin 4. Excessive grooming to conceal defects, for example applying lots of makeup or continually changing clothes (NHS UK, 2017; Franca et al., 2017; Sweiss et al., 2017; Higgins and Wysong, 2018).

Patients with BDD usually feel defects in more than one body part, usually focusing on around 3 or 4 (Sweiss

and Phillips (2017) suggest that people with BDD turn to cosmetic surgery with hopes of resolving their

et al., 2017). Perceived deficiencies among women commonly concern areas such as their breasts, hips, and legs, with particular worries around their skin, hair body weight (Franca et al., 2017; Sweiss et al., 2017; Higgins and Wysong, 2018). If an individual experiences BDD to a sufficient extent, with a focus on defects around her stomach and weight, this can then lead to eating disorders such as bulimia and anorexia (Sweiss et al., 2017; Higgins and Wysong, 2018).

defects. Physicians disagree, instead stating that whilst BDD can be categorised as a psychological disorder, undergoing cosmetic procedures will only worsen this when the patient remains unsatisfied with their appearance (Sweiss et al., 2017; Higgins and Wysong, 2018). Conclusions suggest that healthcare specialists believe social media is directly to blame for the growth of both BDD admissions and cosmetic procedures (Ormerod, 2016), but does the growing popularity of the social media influencer play a role in encouraging this too?

Higgins and Wysong (2018) have discovered that BDD occurs frequently in adolescents as their studies have shown that over 70% of cases take occur prior to turning 18. However, recent reports from NHS UK (2019) state that BDD is actually more common amongst millennials (aged 18-39); it has resulted in a staggering 9,935 finished admission episodes with an eating disorder diagnosis recorded throughout 20182019 amid the cohort. Studies indicate that BDD is also more prevalent among females (Sweiss et al., 2017; Higgins and Wysong, 2018). NHS UK (2019) confirms this since 92.7% of admissions in 2018-2019 were female. Statistics have seen a 300% rise in the undergoing of cosmetic surgery since 2002 (Higgins and Wysong, 2018), and reports have recently found links between increased cosmetic procedures and increased BDD diagnosis (Sweiss et al., 2017). Franca et al., (2017)

2.5 Influencer Marketing:

be seen to build healthy, trusting connections with followers (Launch Metrics, 2019).

are effective amongst their followers as their level of relatability enables followers to find mutual similarities between themselves and the influencer (Chae, 2018; De Perthuis and Findlay, 2019; Ki and Kim, 2019). SMIs allow thousands of followers to access aspects of their private life, experiences and opinions, creating a sense of shared friendship between the influencer and their followers (Khamis et al., 2017; Chae, 2018). This generates a trusting relationship as followers become more amenable to their opinions and advice, which ultimately gives the SMI power to influence purchase decisions, behaviours and attitudes (De Vierman et al., 2017; Ki and Kim, 2019).

SMIs are internet personalities who have attracted a large follower base through self-promotion and creating an online self-image (Khamis et al., 2017; De Vierman et al., 2017; De Perthuis and Findlay, 2019). They create a personal brand which companies then utilise for ‘consumer outreach’ (Khamis et al., 2017; Ki and Kim, 2019). Fashion SMIs ‘assume the role

There are many advantages for a company when investing in influencer marketing strategies. SMIs are a crucial part of fashion marketing campaigns, predominantly due to their accessibility and lower costs comparative to celebrity endorsements (Mintel, 2020). They enable brands to meet the growing demand for transparency and close communication with consumers (Launch Metrics, 2019). SanMiguel et al., (2018) and Ki and Kim (2019) therefore state that in order to bring labels closer to their customers, the position of influencers is crucial as they use their reliable voices to bring exceedingly trusting users to the gateway of new brands. The development of ‘eWoM’ (Electronic Word of Mouth) is of growing significance for fashion brands (Launch Metrics, 2019) as studies suggest such communication holds positive control over customers, affecting stages of curiosity, knowledge and decision-making, thus increasing the likeliness of interaction and purchase (SanMiguel et al., 2018). Influencers are of great importance within the eWoM community because unlike celebrities, people consider SMIs to be a relatable customer. Chae (2018) and De Perthuis and Findlay (2019) argue that

of references, advisors, disseminators and models of behaviour regarding the use and consumption of fashion products’ (SanMiguel et al., 2018:440), resulting in an extremely engaged audience that enjoys their particular content (Ki and Kim, 2019). Perceived ideas that their expertise is organic and sincere can

consumer-to-consumer communication is perceived to be more reliable comparative to celebrity endorsement. When looking at this in relation to the study, consumers are therefore more likely to trust the opinion of influencers, as they are a more likewise and relatable consumer. Viewed as average everyday people, SMIs

Influencer marketing is the phenomenon whereby brands send their products or services to social media influencers, in exchange for exposure and endorsement on their social platforms (De Vierman et al., 2017; Khamis et al., 2017; Ki and Kim, 2019; De Perthuis and Findlay, 2019). Influencers are of ‘great importance in the new consumer paradigm’ as influencer marketing is proving to be particularly effective when reaching millennial and post-millennial demographics (SanMiguel et al., 2018:443). Reports imply this is predominantly due to the fact that such demographic are the most engaged with social media (Launch Metrics, 2019; Mintel, 2020). Studies indicate that influencers have such an impact on millennials because they have grown acclaimed to SMIs and thus are more likely to trust their opinions and suggestions (Mintel, 2020).

Opposing this, academics have argued influencers to be a paradox; we see her as an ‘ordinary’ girl through access to her daily lifestyle, whilst at the same time she ‘reinforces the aspirational quality of her Insta-life’ by posting content that is far from real-life for many people (De Perthuis and Findlay, 2019:221). SMIs therefore demonstrate a somewhat ‘relatable’ girl with an aspirational lifestyle of designer items, fine dining and lavish trips (Chae, 2018), which could cause feelings of an inadequate lifestyle and insecure selfperceptions for the follower.

2.6 Social Comparison Theory: Social Comparison Theory, discovered by Festinger (1945), is the mechanism wherein individuals consider various elements of themselves such as their attitudes, beliefs and abilities, and external factors such as their appearance and lifestyle with others. Psychologists have developed Festingerâ&#x20AC;&#x2122;s hypothesis by introducing the concept of both upward and downward comparisons which tend to have opposing motivations for comparison (Lewallen and Behm-Morawitz, 2016). Social Comparison stems from an individual identifying others as superior to themselves in some way; this tends to provoke negative emotions such as envy, selfresentment and a desire to change oneself (Liu and Ma, 2018). Social Comparison Theory not only occurs in faceto-face interaction, but during online communication too. The media and advertising industry have always seen links with social comparison as females have been comparing themselves to celebrities and fashion models in advertisements for many years (Borges, 2011; Ormerod, 2016; Chae, 2017).

However, studies show that individuals are more likely to create direct comparison with people that they see to share similarities with (Borges, 2011), for example, if they share the same social grading. It is therefore plausible that when discussing Festingerâ&#x20AC;&#x2122;s Social Comparison Theory in relation to this study, female millennials compare themselves to the influencers they follow. When a SMI is seen as attractive, Individuals begin to feel inadequate and dissatisfied with their own appearance, as they see themselves to be less attractive in comparison, leading to decreased self-esteem and negative self-perceptions (Borges, 2011; March, 2019). Whilst apps such as Instagram are accessible at any time, this gives millennials opportunities to be subjected to excessive amounts of filtered images and social comparison processes begin to take place, resulting in persistent feelings of insecurity and even envy (Papadopoulos, 2017; El Khouly, 2018). Research found that the social comparison procedure tends to happen automatically, therefore individuals unintentionally compare themselves to others (Papadopoulos, 2017; Liu and Ma, 2018; Chae, 2018). This indicates that millennials who actively follow SMIs are damaging their self-esteem as a result of unintended social comparison, without realising the detrimental impact it has on them.

2.7 Chapter Summary: The literature reviewed has discovered clear links between social media consumption and damaged mental health and wellbeing of female millennials. Research has found that Body Dysmorphic Disorder seems to be rife among females in particular, with links being drawn between increased BDD diagnosis and cosmetic procedures. Studies have proven that social media plays a part in negatively impacting millennialsâ&#x20AC;&#x2122; self-image through the portrayal of unrealistic beauty standards. Chapter 2 has found themes that are relevant for further exploration into the subject through primary research. This secondary research allowed for a thorough understanding of the topic, as well as shaped the primary research methodology approach that was feasible for this particular study (Roberts, 2010).

3.0 METHODOLOGY 14

For this analysis, a mixed method of both qualitative and quantitative procedures has been performed in approach to respond to the Research Objectives (see Figure 4).

Figure 4- Objectives Table

3.1 Questionnaire Survey To acquire primary data, a questionnaire was conducted using Google Forms with aims to investigate the attitude of millennials towards influencer marketing processes, and how specific images posted by influencers make them feel. Primary research increases the credibility of this study as the researcher is able to collect the data first-hand, allowing for further understanding and a broader connotation of the topic to be established (Greetham, 2014). The questionnaire featured open and closed-ended questions to be analysed through both numerical statistics and comprehensive theoretical data (Bell, 2004; Kalof et al., 2008; Corbin and Strauss, 2008; Greetham, 2014). A hybrid research framework allows for both qualitative and quantitative analysis to â&#x20AC;&#x2DC;â&#x20AC;Ścomplement each other by providing results with greater breadth and depthâ&#x20AC;&#x2122; (Roberts, 2010:145), despite the additional time required to analyse double the amount of data (McKim, 2017).

The survey was circulated through social media channels such as Instagram, Facebook, Twitter and LinkedIn with aims to reach the desired target audience, who are known to have the highest online engagement (Mintel, 2020).

3.2 Participant Selection Criteria Selection criteria through cluster sampling was implied to ensure correctness of results: a female, aged 18-29 with an active Instagram account was the requirement. A sample size of 150-200 respondents was planned to ensure accuracy; the questionnaire obtained 150 usable responses, rendering the information collected to be credible and representable. Roberts (2010) notes that the greater the sample size used for data collection results in higher quality information, as the data is representable and reliable.

3.3 The Questionnaire Design An effective survey consists of short and focused questions with unambiguous language throughout (Greetham, 2014). To avoid the typical low response rate issue that surveys face (Roberts, 2010; Kalof et al., 2008; Greetham, 2014), questions were held to a limit of 12 per respondent, with 8 being closed-ended multiple choice options. The use of closed-ended questions enabled the researcher to draw conclusions from numerical observations and statistics (Kalof et al., 2008; Greetham, 2014). Whilst surveys may sometimes lack in-depth responses (Roberts, 2010; Greetham, 2014), 5 open-ended questions were incorporated to maximise detailed material. This allowed more information-packed data to be gathered which would reflect the personal opinions and beliefs of each respondent (Bell, 2004). Thematic content analysis was carried out in order to study the open-ended questions (see Appendix 1 for full questionnaire). In Question 1 (Appendix 2), participants were asked to certify that they met the requirements mentioned previously, and anyone who selected ‘no’ was guided to the submission page and was unable to proceed. This minimised possibilities of anomalies within the data and ensured the information collected represented the female millennial sample the researcher intended to specifically study.

Questions 2 and 6 (Chapter 4.2 and 4.6) included definitions of the terms which respondents may not completely understand. The terms ‘Social Media Influencer’ and ‘Influencer Marketing’ were explained to ensure participants were fully aware of the question being asked. This increases the validity of the answers as all participants share an equivalent interpretation of both a SMI and influencer marketing practices.

Influencer B has numerous fashion-related posts, she does not consistently work with fashion brands. Instead, Influencer B uses her platform to discuss mental wellbeing and is an ambassador for mental health charities (Andersson, no date). Although contrasting influencers were selected, the images chosen share context similarities; both are showing their body in somewhat similar poses, to enable a fair comparison of responses.

Questions 9 and 10 (Chapter 4.9 and 4.10) included images of SMIs taken directly from each of their Instagram pages. Two different types of influencers were selected; Influencer A represents a surgically enhanced female wearing lots of makeup and posing in a bikini, whilst influencer B represents a more natural reflection of females, wearing no makeup sat facing a mirror. Influencer A portrays images that look edited to give the illusion of flawless skin, whereas Influencer B portrays more ordinary images showcasing natural flaws like cellulite and stomach rolls (see Figures 5 and 6). The researcher included opposing representations of females to compare responses through thematic content analysis of the openended answers. Influencer A is known to have a direct link to the fashion industry; she works with brands like Fashion Nova and is currently a brand ambassador for Oh Polly (Amy, no date). Although

At the end, participants were given an optional open-ended question which asked for any additional information they felt would be relevant to the researcher’s study, in case previous questions had not enabled them to address it. This allowed the researcher to identify other potential information that could contribute to the study.

3.4 Limitations 1. The sample size restriction is the leading constraint within this project. This implies findings may not be representative of the complete female millennial demographic.

Figure 6- Influencer B

2. The time in which research can be conducted and wordcount restrictions are other limitations to this study.

Figure 5- Influencer A

3.5 Ethical Considerations Ethical considerations for the images used in the questionnaire are minimal. This is because Instagram (no date) gives consent for usersâ&#x20AC;&#x2122; posts to be used for research purposes. Roberts (2010) states the significance of obtaining consent from participants, enables the researcher to use their responses for data collection. The survey therefore included a short summary at the top of the page detailing the purpose of the study and how their responses would be used. Implied consent was given if respondents decided to continue to complete the questionnaire. Contributors were made aware that their partake was completely optional and results would be analysed anonymously and collectively.

4.0 RESULTS & ANALYSIS 18

4.1 Results & Analysis Introduction An investigation of the findings will transpire in this chapter, assisting the researcher to discover any new information in support or contrast of previous explorations. A total of 155 responses were recorded in the questionnaire, however, 5 respondents were not compliant with the selected criteria and were unable to continue past Question 1. Despite this, 150 usable responses were documented of female Instagram users aged 18-29. The key questions being analysed are shown in Sections 4.2-4.11. The data is displayed in graphs and tables to showcase a visual representation of the information being analysed. The full set of questions asked can be seen in Appendix 1 alongside all responses in Appendix 4.

4.2 Questions 2 and 3 Figures 7 and 8 illustrate the results from Questions 2 and 3. Results display that almost 89% of respondents follow social media influencers on Instagram, whilst a total of 72.6% agree that they impact their purchase decisions at least a little bit. Only 5.3% of respondents believed that SMIs did not influence their decisions at all. This proves how prominent SMIs are among the female millennial demographic and the influential power they hold.

Figure 7- Question 2

Figure 8- Question 3

4.3 Question 4 Figure 9 illustrates that majority of respondents agreed with the statement in Question 4, whilst 14% claimed to be unsure if they agree or disagree and 16.7% opposed the idea. In relation to Objective 2, it could be plausible that respondents who were ‘unsure’ are more likely to consider both pros and cons of the role of a SMI comparative to respondents who selected ‘yes’.

4.4 Question 5A In response to participants who agreed with the statement in Question 4, Question 5A was included to understand why. Figure 10 demonstrates that influencers portraying unrealistic beauty standards was the most common factor that respondents felt negatively effects selfimage and mental wellbeing, with almost 86% of participants selecting it. Body image issues and unrealistic lifestyle portrayals were not far behind with over 81% of respondents selecting these options. 69.2% also found that the normalisation of cosmetic surgery amid influencers was another key factor that effects female millennials’ self-image and mental wellbeing. Interestingly, jealousy/ insecurity was the least selected answer, with only 50% of respondents selecting it. However, as expected, results illustrate a variety of factors to be the reason for female’s mental health being negatively affected by influencers on Instagram.

Figure 9- Question 4

Figure 10- Question 5A

4.5 Question 5B Question 5B: ‘Why? (Please be as honest and as thorough as possible)’ was included to understand precisely why respondents were unsure or disagreed with the previous statement. Figure 11 demonstrates the key response themes found.

transparent ‘…there’s been a shift in influencers recently with the whole Instagram vs reality posts.’ They continue to say ‘… this shift, at least for me, is opening my eyes to the “real reality”’ which suggests that influencers becoming more transparent has resulted in a realisation that what was previously posted was not a reality or true reflection.

These key themes explore the possible positive impacts that influencers can have regarding self-image. Self-confidence was frequently cited; 10 responses particularly mentioned how some influencers use their platform as a means to ‘empower’ people by promoting ‘body positivity’, ‘self-love’ and ‘confidence’. A total of 9 respondents mentioned how they found SMIs to be inspiring sources of fashion styling, and how they provide ‘motivation’ and ‘inspiration’ to look good and lead a healthier lifestyle. Finally, transparency amongst influencers was a topic mentioned by 5 respondents. They stated that many influencers share all aspects of their life, both negative and positive and

Some respondents also considered the adverse effects on selfesteem and wellbeing. 17 participants expressed an understanding to how SMIs could negatively impact self-perceptions, with numerous mentions of image editing and unrealistic lifestyle and beauty standards portrayed. Although it is key to consider that 7 of these respondents claim that they are not ‘personally affected’ by such factors. These responses suggest how individuals feel as a result of SMIs actually depends on the influencers that are being followed.

are therefore being honest with their followers. Participant 134 suggests that what was once a negative is now a positive, as they state that influencers have now developed into becoming more

Figure 11- Question 5B Table

4.6 Question 6 Figure 12 demonstrates that 60% of respondents answered ‘yes’ to Question 6, whilst 31.3% selected ‘maybe’ and only 8.7% responded with ‘no’. Interestingly, 16.7% of respondents disagreed with the idea mentioned in Question 4, but only 8.7% disagree with the idea that fashion brands need to reconsider the influencers they select to work with. This suggests that most participants therefore believe that the fashion industry does not work with influencers who perpetuate the correct message.

Figure 12- Question 6

4.7 Question 7

unattainable beauty standards that they currently encourage and

Question 7 asked participants to give reasons behind their answers to Question 6. Figure 13 showcases the three central themes discovered; diversity, relatability, and unrealistic beauty standards.

represent. By selecting more diverse looking girls with realistic body shapes, consumers would be more likely to identify with them which in turn increases an influencers’ relatability.

Many respondents believe that fashion brands are lacking inclusivity when it comes to selecting influencers to collaborate with. Diversity was listed in over 31 responses for Question 7, as it was suggested that the lack of varied influencers used is a core problem that needs addressing. 5 responses specifically mentioned that the influencers that fashion brands collaborate with all tend to look the same. These responses suggest that fashion brands have a specific ‘look’ that they look for in an influencer when selecting who to work with; respondent 31 concluded that ‘the girls all look the same; perfect bodies and flawless skin’. 5 respondents also seem to be under the impression that most SMIs have had cosmetic procedures to achieve this ‘look’ that fashion brands desire to work with. Participant 53 stated ‘many influencers have a similar image; most have had some sort of procedure to alter their image.’ Influencers’ relatability is also an occurring theme. Despite 4 responses proposing that brands are now partnering with more ‘authentic’ and ‘realistic’ SMIs, over 24 participants agree that fashion retailers need to collaborate with more ‘ordinary’ ‘everyday people’ with whom consumers are more likely to find relatable. Responses therefore imply that fashion brands need to be more inclusive when selecting SMIs to work with, deriving away from influencers who portray

A significant concern listed by over 14 respondents was the unrealistic beauty standards that are pushed by fashion influencers; words like ‘fake’, ‘edited’ and ‘unrealistic’ were mentioned repeatedly. It is believed that unrealistic beauty standards are pushed by SMIs mainly through image editing and cosmetic surgery procedures by numerous respondents; ‘90% of these images are edited and doesn’t portray an average woman/ girl.’ It is evident that the unrealistic looking influencers that fashion brands prefer to work with has resulted in the world of influencer marketing to be unattainable, exclusive and ostracized. Majority of respondents therefore believe this to be the main reason why companies must reconsider their selection strategies for influencers to partner with.

Figure 13- Question 7 Table

4.8 Question 8 Figure 14 shows Question 8. Figure 15 demonstrates 3 key themes that arose in response; the idea that the whole image is unrealistic, and feelings of insecurity and being fat.

Interestingly, participant 48 stated that they feel ‘depressed that I don’t look like that, even though she probably doesn’t look like that’, whilst participant 134 said ‘…even though we know deep down they’re unrealistic I still strive to look like her’ in response to the image. This suggests that although participants are aware that the image is possibly edited, and that the SMI’s appearance is false due to cosmetic procedures, female millennials will still compare themselves to unrealistic standards.

Figure 14- Question 8

Question 8 gained similar responses to Question 7 in relation to unrealistic beauty standards portrayed by influencers. Again, there were numerous mentions to the image being edited and the fact that she has clearly had cosmetic surgery, as over 27 people pointed this out, consequently supporting previously proposed ideas. Despite lots of people being aware that Influencer A’s appearance is ‘unrealistic’, it still led to over 17 respondents feeling insecure and unhappy with their own appearance. Words such as ‘ugly’, ‘sad’ and ‘jealous’ occurred regularly, demonstrating that negative self-perceptions are being formed by participants. The word ‘fat’ was also found throughout 17 responses and some even mentioned wanting to go to the gym as a result of looking at the image. It also led to 4 individuals feeling the need to undergo cosmetic surgery, thus portraying the negative impact that it is having on respondents.

Figure 15- Question 8 Table

4.9 Question 9 Figure 16 shows the image used in Question 9. The 3 recurring themes found in Question 9 (portrayed in Figure 17) are feelings of normality and happiness, as well as highlighting how realistic the image is. Majority of responses to Question 9 prove that influencers can also have a positive effect on self-perception; 43 respondents used the word ‘normal’ to describe how they felt, whilst 38 celebrated how the image was ‘realistic’. There were regular mentions to how Influencer B portrays ‘realistic beauty’ and the ‘true reality’ of how most women look, and 9 participants in particular found the image to be ‘relatable’.

Figure 16- Question 9

Similar to responses in Section 4.5, numerous participants found the image to be ‘empowering’ as it showed a ‘true reflection’ of a typical female body. Participant 4 mentioned that the image made them feel ‘understood, not alone with my insecurities and flaws, happy’ due to the honesty of the photograph. ‘Happy’ was in fact a feeling that was provoked in 23 responses. It is evident from responses that Influencer B has a more positive impact on female millennials comparative to Influencer A, thus implying that an influencers’ effect is dependent on the type of content posted.

Figure 17- Question 9 Table

4.10 Question 10 Figure 18 shows how 98% of respondents agreed with Question 10, 2 participants were unsure and only 1 person disagreed. Interestingly, this supports ideas in Question 8; even when millennials are aware that the image has been edited, it still results in feelings of negativity and inadequacy.

Figure 18- Question 10

4.11 Question 11 Figure 19 demonstrations majority of respondents (63.3%) answered ‘yes’ to Question 11. 34% selected ‘no’ and 2.7% preferred not to say. Responses confirm that Instagram adds pressures to female millennials in regard to their appearance, which results in image editing to take place.

Figure 19- Question 11

4.12 Chapter Summary The results of the questionnaire were explored by both quantitative and qualitative analysis in Chapter 4. The qualitative content review of openended questions has contributed to the discovery of significant themes, and the framework has been established to achieve Research Objectives 2 and 3. Alongside the literature discussed in Chapter 2, results from this chapter will be used to support the development of the discussion in the next chapter of this thesis.

5.0 DISCUSSION & RECOMMENDATIONS 28

5.1 Introduction Chapter 5 discusses and synopsises the significant discoveries of the literature reviewed in Chapter 2 as well as the results in Chapter 4, with a strong focus on addressing Research Objectives 1, 2 and 3. Later, this chapter also concentrates on undertaking Research Objective 4 through proposing future recommendations.

5.2 Research Objective 1: Evaluate how influencer marketing and its impacts have developed over the marketing is becoming increasingly professionalised amid brands and SMIs, legitimacy is being challenged and the credibility of years Although mostly supported by the reviewed literature in Chapter 2, questions 2 and 3 of the questionnaire have also contributed in meeting Research Objective 1. Question 2, as seen in Section 4.2, found results that support studies from Chapter 2 suggesting that influencer marketing is particularly popular among the female millennial demographic. It was established in Chapter 2 that the success of influencer marketing, when targeting female millennials, is primarily due to brands moving away from celebrity endorsement and focusing on partnerships with more ordinary and accessible individuals, like social media personalities (Chae, 2018; De Perthuis and Findlay, 2019). Results from Launch Metrics (2019) demonstrate clear developments in influencer marketing strategies, as influencer gifting has plummeted compared to influencer payment which has almost doubled between 2018-19. Accordingly, it appears that whilst influencer

influencers is declining, as engagement rates have decreased in sponsored Instagram advertisement posts (WT Intelligence, 2020). However, despite influencer reliability seemingly reducing, Section 4.2 indicates that influencers still hold persuasion power over the millennial demographic, which also supports conclusions drawn about this in Chapter 2. Research has formed the basis of understanding how influencer marketing and its impacts have developed over the years, through the adaptation of social media personalities being implemented into strategies instead of celebrities. It is clear that the relatability of an individual therefore impacts their credibility, and whilst SMIs are evidently more relatable than celebrities, they are more effective in impacting shopping behaviours when targeting the female millennial consumer.

5.3 Research Objective 2: To examine the role of the influencer and consider the pros and cons of this role The questionnaire survey has addressed Research Objective 2, as pros and cons of the influencer role have been discovered in numerous questions. Results conclude that the effect SMIs have on female millennials is actually dependent upon the type of influencer followed. The influencer role evidently has many pros and cons; however, the questionnaire has highlighted numerous negative impacts that they can have on a female millennial’s selfesteem. Influencers are particularly beneficial for fashion brands as they enable companies to connect with consumers on a more personal level than ever before (Launch Metrics, 2019). But whilst fashion brands focus on engagement rates rather than the message being spread by the influencer (Launch Metrics, 2019), Sections 4.3 and 4.6 show that this is having a detrimental impact on society’s perception of beauty and lifestyle standards. This implies a need for change from fashion companies to focus on the content that is posted by the influencers they work with. Indeed, it is evident that influencers are more accessible and

ordinary in contrast to the otherworldly celebrities, and are therefore in summary, more relatable and reachable (Chae, 2018; De Perthuis and Findlay, 2019). But findings in Section 4.7 indicate that influencer relatability is actually an issue. This is supported by conclusions from De Perthuis and Findlay (2019) in Chapter 2.5 who summarises that influencers are a contradiction because whilst they come across as likewise and normal, they actually demonstrate a very aspirational lifestyle that is inaccessible. So, whilst influencers are somewhat more relatable than celebrities, they still portray lifestyle and beauty expectations that are far from reality for many and are therefore setting unrealistic expectancies for followers to conform to. With this in mind, it is no wonder that the millennial female experiences higher levels of self-doubt and self-image related mental health issues as they are constantly faced with a view of a lifestyle and ‘ideal’ image that is far from reality.

Section 4.3 studies the cons of the role of the influencer, portraying that majority agree that SMIs have a negative impact on female millennials’ self-image. It was established that unrealistic beauty standards and body image are key issues imposed by influencers (Royal Society for Public Health, 2017; Papadopoulos, 2017; Mental Health Foundation, 2019), which is confirmed in Section 4.4. Whilst ‘Fat’ was a recurring feeling throughout responses in Section 4.8, it is likely that social comparison processes mentioned in Chapter 2.6 have taken place, resulting in the influencer negatively impacting respondents’ body image through negative upward comparison. Thus, it is plausible that influencers negatively impact female millennials’ self-esteem through direct social comparisons on appearance and body image. Section 4.5 considers both positives and negatives to the influencer role; it summarises that whilst some influencers portray unrealistic aspirational benchmarks, others use their platform as a way to embrace the natural female body, whilst showing the reality of everyday life. Similarly, Sections 4.8 and 4.9 support this when responses are compared. Section 4.8 displayed negative upward comparison which lead respondents to feel insecure and dissatisfied with their appearance when they consider Influencer A. Section 4.9 displayed a more positive

upward comparison process, resulting in respondents feeling more empowered by Influencer B. It is key to consider however, as established in Chapter 2, SMIs tend to be selective in what they actually share, thus creating a false depiction of what is actually going on (De Perthuis and Findlay, 2019). When their followers see these carefully selected lifestyle portrayals, it generates a belief that the individual has a worse or boring life in comparison, creating feelings of inadequacy and dissatisfaction with their own lives. Section 4.5 suggests otherwise however, as it found that influencers are more transparent than ever, showing all aspects of their lifestyle rather than just unobtainable aspirational elements. Overall, it is clear that the role of the influencer has many pros and cons, however, the impact they are having on female millennials suggests that the cons outweigh the pros. Literature has found that young female millennials compare themselves to influencers and their unobtainable appearance and lifestyle. The desire to be like those seen on Instagram creates a catalyst of anxiety and other self-image related mental health issues in young, impressionable females who aspire to look like those seen on their social media feeds every time they open the app.

5.4 Research Objective 3: To discover any links between influencer marketing negatively impacting mental health relating to self-image and beauty perceptions within the fashion industry Findings from this study have enabled the researcher to discover a link between SMIs impacting self-image through the Social Comparison Theory (see Chapter 2.6). Section 4.3 directly addresses RO3 as results imply a firm connection. Section 4.8 ratifies previous findings that most cases of upward comparison results in feelings of insecurity and inadequacy, if the individual perceives themselves to be substandard comparative to someone else (Borges, 2011), therefore negatively affecting their selfperception. The societal pressures from social media to have the perfect face and body, previously recognised in Chapter 2.3, is reinforced in Section 4.11, however, the questionnaire results suggest that pressures also come from SMIs. Results highlight unrealistic beauty ideals are depicted by influencers editing their images and undergoing cosmetic procedures to improve their appearance (see Sections 4.4, 4.7, 4.8 and 4.10). It has been established that the rise in cosmetic procedures undertaken is primarily

due to social media, but Sections 4.4, 4.7 and 4.8 discover this is actually due to the impact

(Lewallen and Behm-Morawitz, 2016). Results in Section 4.8 solidifies previous conclusions

influencers have on an individualâ&#x20AC;&#x2122;s self-esteem. Individuals who are exposed to images of surgically enhanced influencers, that look how society believes to be acceptable, can therefore generate the belief that everyone must undergo cosmetic surgery to comply with societyâ&#x20AC;&#x2122;s beauty expectations. Results of the survey conducted showed four individuals in particular said that the image of Influencer A actually made them feel the need to undergo cosmetic procedures themselves in Section 4.8, further supporting this idea that cosmetic surgery is the only way to comply with societyâ&#x20AC;&#x2122;s idea of beauty. Social media influencers therefore perpetuate unattainable beauty standards through reels of manipulated images, resulting in the development of ideal beauty standards in society. Subsequently, individuals will then edit their images to keep up with pressures of attaining these unrealistic standards of beauty, which further encourages idealistic attractiveness benchmarks among female millennials.

that when females look at images of SMIs, they subconsciously engage in social comparison processes through picking out and comparing specific areas and flaws, which can lead to the development of body dissatisfaction and a decreased self-esteem. Literature found two key diagnosis symptoms of Body Dysmorphic Disorder to be: finding numerous defects, mostly focusing on specific areas and processes of social comparison amid others (NHS UK, 2017; Franca et al., 2017). With this in mind, it seems that responses in Sections 4.8 reflect behaviours that could be the potential development of mild forms of BDD. Thus, supporting RO3 by highlighting significant connections between social comparison processes amid the millennial and SMI, impacts mental health around selfimage, particularly body image.

Body dissatisfaction is evident throughout the lifespan of women (Borges, 2011), and while this study focuses on millennials, the cycle of social comparison also exists among female adults

5.5 Research Objective 4: To propose adaptations to the influencer marketing strategy for fashion brands to consider in the future Section 4.6 justifies the need to propose recommendations to adapt influencer marketing strategies for the future of the fashion industry. It is imperative that well-established, influential fashion brands take responsibility to ensure that influencer marketing strategies are developed with intentions to have positive mental effects on users. To achieve Objective 4, suggestions will be outlined that brands should implement when utilising influencer marketing strategies in the future.

1. Fashion brands should take a more diverse and inclusive approach when

5.6 Chapter Summary

selecting social media influencers to collaborate with. Their SMIs should represent a larger population, reflecting females of a variety of size, race and shape that consumers can then identify with and relate to. Furthermore, fashion companies should also consider influencers who have a more natural identity, to encourage embracing natural beauty and delve away from the idea that cosmetic surgery procedures will make individuals look what society deems to be the ideal beauty.

This chapter has evidently confirmed links between influencer marketing and the negative effects that it can have on female millennials, particularly on their self-esteem and body image. Results from the questionnaire and the literature in Chapter 2 found connections between social comparison processes and possible formations of Body Dysmorphic Disorder developing among females who are exposed to reels of manipulated images. The discovery of these new connections distinguishes this research from any previous literature, as correlations have never been formed between this before.

2. Fashion brands are to make it their duty to create specific terms and conditions in their contracts that state that the image posted by the influencer must be authentic, unedited and a true and honest reflection of the influencer, to avoid unrealistic beauty standards being portrayed as often.

Although reports found that millennials are becoming more aware of the negative impacts of social media (Liu and Ma, 2018; Mintel, 2019), and the questionnaire suggests that awareness around the negative implications of influencer marketing is apparent among most millennials (Section 4.3), fashion brands must take accountability for their input within this and become more responsible when implementing their influencer marketing strategies.

3. The quality and context of the content posted by SMIs should become a larger priority for fashion brands, with a strong focus on the message that is being portrayed by the SMI to female millennial followers, who are highly influenced by SMIs.

6.0 CONCLUSION 34

This study set out to ‘critically analyse the effect that influencer

Results from this study have demonstrated new findings within the

marketing has on female millennials and determine whether influencer marketing strategies in the fashion industry need to be reconsidered for the future.’ By addressing individual Research Objectives developed in Chapter 1, this Aim has successfully been met.

subject which could be used and considered in order to address the issue and therefore prevent it from being a progressive problem in the future. Chapter 5 generated recommendations for fashion companies to consider implementing, which would enable influencer marketing to become a safer and more positive strategy when targeting the millennial consumer thus protecting the vulnerable mental wellbeing of impressionable young females. By addressing the issues highlighted in this study sooner rather than later, and implementing recommendations from Chapter 5, fashion brands can avoid the phenomenon of influencer marketing becoming a strategy that is less prevalent and frowned upon due to the detrimental impact that it has on female consumers.

6.1 Significance of the Study: From the research undertaken, it is evident that clear connections have been drawn between influencer marketing detrimentally impacting female millennials’ self-image and mental wellbeing. The development of influencer marketing has highlighted that social media personalities resonate with consumers on a more intimate level than previously used influencers like celebrities, thus impacting the female millennial consumer on a more personal scale. It has been discovered that body image is a significant issue among millennials as a result of social media, and that influencers are ultimately perpetuating these issues through the portrayal of unrealistic beauty standards that are now idealised in society. As recognised in Chapter 2, Social Comparison Theory plays a huge part in the impact that SMIs have on millennials as direct comparison processes take place, thus diminishing self-esteem and generating negative self-perceptions. It has been established that social comparison behaviours reflect symptoms that form the diagnosis of BDD, and the argument has therefore been formed to state that influencer marketing is in fact a catalyst for Body Dysmorphic Disorder and other self-image issues among millennial females.

6.2 Future Research Suggestions: This study explored both pros and cons of the role of the influencer in Research Objective 2 which concluded that influencers can also have a positive effect on self-image relating issues if the correct SMI is selected. It is therefore credible to consider that although it is evident that most social media influencers are definitely impacting self-esteem and body image of millennials, other factors are also to blame for this too. This could form a basis of further research, as time and word count restrictions meant that this study was limited to specific areas of exploration. Future research into other possible reasons for self-image issues as a result of Instagram, could be carried out to explore whether they could also be a catalyst for mental health issues and determine the severity of influencer marketing in comparison.

7.0 LIST OF FIGURES

Figure 1: Royal Society for Public Health (2017) Social Media Rankings. [Online image] [Accessed 10th January 2020] https:// www.rsph.org.uk/our-work/campaigns/

Figure 8: Bradley, P. (2020) Question 3. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g

Figure 14: Bradley, P. (2020) Question 8. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g

status-of-mind.html

DpbKUXYQ/edit#responses

Figure 2: Apple (no date) Editing Apps. [Online image] [Accessed 14th April 2020] https://www.apple.com/uk/search/selfieediting?src=globalnav

Figure 9: Bradley, P. (2020) Question 4. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses

Figure 15: Bradley, P. (2020) Question 8 Table. Created by author using Microsoft PowerPoint

Figure 3: Budina, E. (2020) Influencer. [Online image] [Accessed 14th April 2020] https://www.instagram.com/erin_budina/ Figure 4: Bradley, P. (2020) Objectives Table. Created by author using Microsoft PowerPoint Figure 5: Amy, L. (2020) Influencer A. [Online image] [Accessed 10th February 2020] https://www.instagram.com/_ lauraammy/ Figure 6: Andersson, M. (2020) Influencer B. [Online image] [Accessed 10th February 2020] https://www.instagram.com/ missmalinsara/ Figure 7: Bradley, P. (2020) Question 2. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses

Figure 10: Bradley, P. (2020) Question 5A. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses Figure 11: Bradley,P. (2020) Question 5B Table. Created by author using Microsoft PowerPoint Figure 12: Bradley, P. (2020) Question 6. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses Figure 13: Bradley, P. (2020) Question 7 Table. Screenshot of questionnaire results taken from https://docs.google.com/forms/ d/1Fpl8DjV0tGTMyoLLqkROwBDGmunqA vuuI5gDpbKUXYQ/edit#responses

Figure 16: Bradley, P. (2020) Question 9. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses Figure 17: Bradley, P. (2020) Question 9 Table. Created by author using Microsoft PowerPoint Figure 18: Bradley, P. (2020) Question 10. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses Figure 19: Bradley, P. (2020) Question 11. Screenshot of questionnaire results taken from https://docs.google.com/forms/d/1Fpl 8DjV0tGTMyoLLqkROwBDGmunqAvuuI5g DpbKUXYQ/edit#responses

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SanMiguel, P., Guercini, S. and Sadaba, T. (2018) ‘The impact of attitudes towards influencers amongst millennial fashion buyers’ Studies in Communication Sciences. 18(2) pp. 439-460 [Online] [Accessed 14th January 2020] DOI: 10.24434 Sweiss, I.E., Spitz, J., Barry, D, R. and Cohen, M. (2017) ‘A review of body dysmorphic disorder in aesthetic surgery patients and the legal implications’ Aesthetic Plastic Surgery 2017. 41(4) pp. 949-954 [Online] [Accessed 15th February 2020] DOI: 10.1007/s00266-0170819-x Thompson, R. (2019) ‘Gen Z and Millennials how younger consumers are shopping for fashion,’ Drapers Guides. [Online] [Accessed 21st January 2020] http://guides.drapersonline.com/6018.guide Wilcox, K. and Stephen, A.T. (2013) ‘Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control’ Journal of Consumer Research. 40:1 pp.90-103 [Online] [Accessed 5th January 2020] DOI: 10.1086/668794 WT Intelligence (2020) The Future 100: 2020. [Online] [Accessed 25th January 2020] https://www.jwtintelligence.com/2020/01/thefuture-100-2020/

9.0 APPENDICES

9.1 Appendix 1 – Questionnaire Survey Plan: Summary Paragraph: Hi, my name is Phoebe Bradley and I am currently in my final year of studies at Manchester Metropolitan University, studying BA (Hons) Fashion Promotion. I am inviting you to take part in a survey conducted by myself that will be used as part of my research for my dissertation. The aim of this study is to understand the effects that influencer marketing has on female millennials and determine whether influencer marketing strategies, in the fashion industry, need to be reconsidered for the future. Please only take part in this study if you are a female aged 18 – 24 and actively use Instagram. This survey is completely anonymous, and no participants will be identified. Results will be analysed collectively with the purpose to gain further understanding into the subject. By continuing to fill out this questionnaire, you are implying consent of your participation. If you have any concerns or questions about this study, feel free to contact me at phoebe.bradley@stu.mmu.ac.uk Thank you in advance for your time.

Questions: 1. Are you female, aged 18 – 29 with an Instagram account? - Yes - No (if no, sent to form submission page) 2. Do you follow social media influencers on Instagram? Include terminology explanation: Social Media Influencer (SMI)* A person who is paid by a company to show and describe its products and services on social media, encouraging other people to buy them. - -

Yes No

3. Would you say that social media influencers (SMIs) influence your purchase decisions? - Completely - A little bit - Not really - Not at all

4. Do you agree with the following statement: ‘Social media influencers have an overall negative effect on young females’ selfimage and mental health’? - Yes - No - Not sure 5A. If selected YES, what do you think are the main reasons for this? Please select as many as you feel are applicable. - Normalisation of cosmetic surgery/procedures - Body image issues - Anxiety/ pressure to keep up - Unrealistic lifestyle - Unrealistic beauty standards - Jealousy/ insecurity 5B. If selected NO or NOT SURE, why? Type here… (open-ended question) 6. Do you feel that fashion brands who utilise influencer marketing need to reconsider their strategies when selecting influencers to work with? Include terminology explanation: Influencer marketing* The practice in which brands will send social media influencers (SMIs) their products or services, in return for promotion or endorsement on the SMI’s social channels. - -

Yes No

7. Why? Type here… (open-ended question)

8. How does this image make you feel? IMAGE OF INFLUENCER A Type here… (open-ended question) 9. How does this image make you feel? IMAGE OF UNFLUENCER B Type here… (open-ended question) 10. Do you think that most influencers edit their pictures in some way? (This could be from whitening their teeth through to completely photoshopping their body/ face) - Yes - No - I don’t know

11. Do you feel pressure to look perfect or edit your pictures for Instagram as a result of what you see on Instagram? - Yes - No - Prefer not to say 12. Is there anything else you would like to add that you feel is important towards my research? (Only optional question) Type here… (open-ended question)

END OF QUESTIONNAIRE SURVEY.

9.2 Appendix 2 – Unanalysed Questionnaire Answers: Question 1: A total of 150 respondents confirmed that they were a female aged 18-29 with an Instagram account. If respondents did not meet these criteria, they were unable to continue with the survey. Question 1 therefore confirms that all responses are representable of the female millennial demographic, giving the researcher plausible data to analyse. Question 12: Optional question ‘Is there anything else you would like to add that you feel is important to my research?’ Question 12 received a total of 39 usable responses to analyse. Majority of responses found themes that have been previously covered throughout the questionnaire such as unrealistic standards, pressures and mental health. However, a couple of responses gave an insight into other ideas that the researcher could consider. One response in particular suggested that influencers also feel pressures to look perfect for Instagram:

Question 1

‘I have worked with an influencer who has a 2 million following on Instagram. I watched her airbrush every little spec in her body as she didn’t think her skin was clear enough and that the picture wasn’t good enough for her Instagram page. She had 100s of pictures of the same pose to make sure one would look nice. She asked me to airbrush a couple of the photos I had taken before I posted them as she didn’t have the ‘perfect’ tan on her hands and there where dry patches of skin.’ This could be further researched, examining the impact of influencer marketing on influencers themselves, and compare results from this study to see if they conclude the same thing. (See Appendix 4 for full survey responses)

9.3 Appendix 3 â&#x20AC;&#x201C; Significant Questionnaire Responses: Question 5B:

Question 5B continued:

Question 7:

Question 7 continued:

Question 8:

Question 8 continued:

Question 9:

Question 9 continued:

9.4 Appendix 4 – Full Questionnaire Responses: Question 5B: Why? (Please be as honest and thorough as possible) not sure I think a lot of influencers now are promoting self love and self confidence a lot more and are being a lot more transparent about their lives and how instagram isn’t reality. Sometimes set realistic expectations on how young people should look Because it completely depends on who you follow and what type of content they post It's hard to say as i dont follow those people. Their posts may negatively affext oeople who do but likely only if they were in a vunerable mentap state anyway, orher wise rhwy would see rhem as inspiration without necassarily a be all and end all body type I think it can be when there are extreme visuals - like photoshopped images, unrealistic waistlines etc I think some influencers have a bad effect on young girls body image because they only show the perfect body and lifestyle, but some influencers are about body positivity and encourage you to feel positive about yourself and show the behind the scenes of the Instagram picture. It may be down to who I follow that is sponsored to sell items, but these people generally promote empowering women and women supporting each other no matter who/how old/what shape/etc they are. Typically I don’t follow people who make me feel insecure or overweight but I doubt all young women are so ruthless in unfollowing accounts that make them feel bad about their bodies. Personally I feel this depends on what type of person you are. I tend to never put myself down due to how other girls look, I’m me and that’s what makes me special. I know I’m not perfect but seeing girls who are lighter than me doesnt have any effect on me or my everyday life. Sorry if this isnt the answer you were looking for x Yes and no. Yes because girls compare themselves and results in confidence reduce. No because it can bring girls together and to empower and love themselves. Every individual is influenced differently and by different measures I feel influencers are young happy people living there own life in a way that they want to! A person shouldn’t feel so insecure to have to follow an influencer step by step every thing they do! Just everyone needs to be kind and happy doing there own lives! I am someone who isn’t confident in myself and struggle with outfits these people inspire me The one I have on Instagram are all positive, they show all aspects of life not just promoting a false reality. I wouldn’t say it is the main factor but it certainly has a knock on effect. If you follow the right people, you can find influencers who understand the importanance of their platform and use it to promote positive body image etc I think that most influencers are an inspiration to be a better version of yourself. If you are overweight, they could inspire you to lose weight. But at the same time sometimes it may not be achievable, in terms of their figures and it’s not achievable for the average person to afford so many designer handbags and lavish lifestyles. But I think the people that are affected by this are the already vulnerable to mental health issues. A lot of people can shut off and know the difference between Instagram and real life. Because not all social media influencers are your desired look People choose to follow them, the u can also click unfollow. Personally, social media influencers haven’t had an overall negative effect on my self-astern as I often find myself encouraged and motivated to better myself by eating healthier, exercising more etc but not doing so because I feel pressured or insecure. Not sure - pesonally it doesnt have a negative effect on me. I can see why it would do on girls with less confidence or girls that want to mirror their image on SMIs. Nowadays young girls are basing their image on what influencers look like e.g lip fillers, hair extensions, botox. Most influencers nowadays try and give a positive impact on mental health, they are more of a realistic body image. Showing girls that you don’t need this ‘perfect image’. I think every influencer is different and can relate to different types of people through what they are selling

Question 5B: Why? (Please be as honest and thorough as possible) continued... Depending on state of mind, how strong or confident a individual person could be were they dont let it play on there mind or take things to heart to let it effect there self esteem or there state of mind. As knowing in reality it isnt as pretty Instagram thing I guess some young girls will feel they should look and be a certain way which is a big negative side to influencers however I mainly use them for fashion inspo. There are pros and cons, like to every situation. All these influencers are all stunning and majority have the “perfect body”. A lot of young girls crave that body and will do anything to get it. Crazy diets, the gym 5 times a week but, there are a lot of ‘what society would consider ‘plus size’ influencers too who promote loving your self and body no matter what shape/ size you are Some social media influencers have a positive influence on people Yes and no, it can inspire people by fashion and make up but it can also be detrimental because young girls compare themselves to fake things on social media. Yes and no, it can inspire people by fashion and make up but it can also be detrimental because young girls compare themselves to fake things on social media. You are human and able to make your own choices Yes in some ways and defintely for younger girls, but even for me, I watch some i influencers and I think when you are older, you begin to realise the reality that they are being paid for those opinions. Depends how easy to influence her choice is a female. Its becomjng alot more common now for many influencers to share real life body images. There is also alot more attention on how you can spot photoshopped photos etc so i think more people are becoming more aware that many influencers use photoshop. Obviously it does still have a higely negative impact on some people still too though!! No, I think pre-existing mental health issues are the cause for this. There will always be people in the world who are publicly visible but it is your coping mechanisms that dictate how you react to them. Even though i think they are better looking and probably have more interesting lives, im quite comfortable in myself most times Because we have big women as influencers now I think some of it can be motivational, and that younger generations are more aware of their altered reality than millenials were when the phenomenon started and began to flourish. Not sure. I think that yes they contribute, but Instagram is also a lot more diverse than mainstream media with all different kinds of people and body positivity messages and so it depends on the influencer. I think it can be but I also think it depends on how self aware you are as a person. I would never choose to follow any influencers who were causing me to have negative thoughts or who promoted a lifestyle that didnt align with what I think is acceptable. I think if you are somebody who is susceptible to comparing yourself to others then I guess it could be a catalyst. I think there’s been a shift in influencers recently with the whole Instagram vs reality posts especially used by Rianne Miejer. There’s still an element of the idea of attaining perfection that these influencers present themselves as having and that can have a negative influence on those who have self confidence issues but this shift, at least for me, is opening my eyes to the “real reality” Yes I believe that influencers play a large role in creating a negative body image. They promote a certain lifestyle that seems unachievable. I know most people edit their pictures to look better but it still makes me feel bad about my own body. Yes and no, I think it contributes to already existing feelings that one holds and is all dependent on what you are sensitive too. i think they inspire their following and allow people to express themselves it can be because it can mak people feel like they are not good enough I do not follow influencers that much

Question 7: Why? (Please be as honest and thorough as possible) More brands nowadays are using more authentic and realistic influencers that the public can identify with, however there are still many brands out there who do not employ this same outlook. Need to make sure the influencers they are using reflect their brand ethos and image. For example boohoo have a curve range, they need to make sure to have curve influencers too because the majority of influencers they choose to work with have had cosmetic surgery or are models, people are constantly going to be comparing themselves to them They choose fake looking people, should chose more natural girls more diversity for all body shapes I think fashion brands have increased in diversity when utilising influencers. However I don’t think the increase is substantial. There’s a lot more that could be done to promote more realistic body types and ethnicities. More realistic, more relatable people, nit edited pictures, no filters, more real Using more responsible influencers who offer something more than just pictures would be beneficial Most influencers look the same It’s hard as people will naturally always compare themselves to others. However whether the influencer believes it or not they will unconsciously be having an influence on the follower negatively or positively. I don’t believe an influencer should be shunned by a company due to concerns of them negatively affecting followers however, it should be mandatory for an influencer to be transparent and honest with the reality of their lifestyle/cosmetic procedures/mental health. They need to choose realistic people It depends who they are choosing. If they are picking solely unrealistic ideals as their promoters then yes, as I think brands should promote a more normal and realistic image in order to attract the majority Stop using unrealistic body types that no one looks like to sell clothes The photographs they publish give the public an unrealistic view of how they should look! 90% of these images are edited and doesnt portray a average woman/girl. Most influences are all thin conventionaly attractive white women. Would be great to see more diversity Should have a greater variety of influencers or models, perhaps more plus sized, petite, natural body types They need to pick more realistic bodies to work with, so that young girls don’t feel as pressured to look a certain way Some brands possibly should be aware of previous posts that influencer has posted, but a lot of companies choose influencers based on relationship with target consumer If using influencers, brands should consider realistic body sizes Need to consider more real people a more natural type of girl who actually wear the clothes when on a daily basis they wear designer. As long as the influencers they use reflect their consumer then it’s good. So for example, a diverse range of influencers would highlight the consumer. I think PLT do it really well. However, unrealistic beauty standards may be their fall back. They need to be realistic They don’t represent normal girls Idk, I don’t think about fashion It makes people feel like you can only wear certain clothes if you have the image/body of the influencers that wear them I think using influencers can be a good and useful way to promote fashion brands but the majority of the time, it can have toxic repercussions on people’s self esteem and it can cause people to view themselves in a negative way. I think if they used influencers that didn’t always look ‘perfect’ and used ones that were more realistic, then it would have a better impact on body image. It helps then reach a larger audoence. Some need to he more truth ful about thier products ajd product claims though

Question 7: Why? (Please be as honest and thorough as possible) continued... There is often not enough diversity when brands are promoting their clothing/products. The girls all look the same; perfect bodies and flawless skin. All whilst pushing this image of wealth and always being perfectly groomed. Realistically, the brand’s customer base most likely doesn’t fit that criteria and it makes them feel they need to spend more and more to attain this look. Represent all shapes, sizes and skin tones and monitor their content closely for editing I’ve not seen one plus size influencer collaboration or brands promoting an average looking influencer it’s all the perfect influencers painting their brand to not be exclusive. Sometimes there are trends as to the kind of influencers brand pick and often then don’t seem representative of the general young female population. They need to consider the impact this is having on young girls Social media influencers have a platform to reach large audiences which will most likely be diverse, come from different backgrounds and have vary in social class. Young people who look up to social media influencers and come from a background where they are unable to afford to match the lifestyles they see may feel isolated from peers who are for example able to afford certain products advertised. Comparison and envy of others can lead to feelings of inferiority, effecting self esteem and self worth which could lead to low mood and depression. Young girls in particular may compare themselves to what they see and strive to have unrealistic lifestyles that they feel is ‘the norm’. Before social media there was a similar issue with for example models in magazines, and the effect this has on young girls self esteem by striving to be what they see. Social media is now one of the biggest influencers on most young people’s lives and is much easier to access. Young people are at risk of other mental health health issues such a BDD and eating disorders when they are influenced by those who they believe have the ‘perfect’ body image. Although social media may not be the leading or sole cause of mental health illnesses, and there are many other contributing factors, it certainly can have a big and sometimes detrimental impact on a person’s perception of themselves. They should choose influencer that align more with their audience Businesses should always ensure that the influencers they use set a positive outllook on their accounts and should reconsider if their models dont do this. Need to present a more realistic image of people as they are the people who will be shopping with them Alright the influencers used are beautiful and shouldn’t be made to feel bad about their own lifestyle and brand, young girls may feel worse as they won’t look like the image they have seen of the influencer they seen an image of resulting in the purchase of the product.i think it may be a vicious cycle for young girls but fashion companies are only utilising the marketing that is currently available and the most effective They pick the skinniest prettiest girls they can find They should be more mindful to use influencers with more realist body types more often All they look for is pretty skinny women most of whom have had surgery whats wrong with normal everyday girls Be more appealing to all women every shape and size Use a more diverse option of shape, sizes, looks. Plus size influences maybe? Influences with “normal” lifestyles They need to choose ambassadors that will promote healthy values A lot of influencers encourage unhealthy lifestyles to their followers, advertising products for weight loss etc and when certain brand associate with that it comes across as though they are too encouraging that I feel fashion brands would research there influencers fully before making that choice Because not everybody looks like a filtered/airbrushed image. And it’s giving young girls unrealistic expectations and role models to look up. These influencers don’t look like themselves without all the editing. Yes as they all look the same Because lets be honest everyone doesnt have for example an 'Oh Polly' body but yet they want all women to buy there dresses/tops etc? Hm i personally think its going to put people down in when they airbrush somebody to death. They should be more diverse with who they use. Many influencers have a similar image, most have had some sort of procedure to alter their image which then leads young people being influenced to feel this image is beautiful only. Sometimes pressuring people to go to cheaper and unsafe beauty parlours to get the same image, sometimes with negative life altering consequences.

Question 7: Why? (Please be as honest and thorough as possible) continued... Should use more realistic influencers than the stereotypical size 6-8 perfect skin/perfect hair models...thatâ&#x20AC;&#x2122;s where a lot of the body/appearance issues come from people expect to look like the influencers in there purchases and become disappointed when not a lot of the time so try to change themselves to look like them I like pictures that show outfits/looks and don't look like generic "for the gram" photos. They need to widen their variety with which influencers to collaborate with instead of using skinny, physically fit girl with the â&#x20AC;&#x153;perfectâ&#x20AC;? bodies Unsure of the strategies that are used. But all types of influencers should be used from size to race Unsure Depending on where they have come from /why they are famous. I think they should try and choose more people who are similar to the average person. They should consider influencers of all size and race Influencers do not post real images so people feel like they are not good enough A bigger range of different type of people (not all skinny and perfect It doesnâ&#x20AC;&#x2122;t really bother me

đ&#x;&#x2DC;&#x201A; with 0 spots/stretch marks/etc)

Make it more natural. Donâ&#x20AC;&#x2122;t give them a pre-written caption or something to read that doesnâ&#x20AC;&#x2122;t come from that influencer themselves I feel that if an influencer has had surgery & edits their photos to the extreme that fashion brands should not be using them. It gives their customer (young girls) unrealistic aspirations & insecurity's unnecessarily. They should choose realistic people to promote their products Use more natural influencers They need to select people that live more of a realistic lifestyle. Yes, they should only use influencers that show all sides of their life and require them to use the service/produce for a number of weeks A wider variety of body size should be thought about. They tend to choose the â&#x20AC;&#x153;perfectâ&#x20AC;? influencers but people who are being influenced canâ&#x20AC;&#x2122;t all relate. Depending on the influencers morals and values. Also their body image, if they are promoting unhealthy body shapes (eg skin and bones or severely overweight) I donâ&#x20AC;&#x2122;t think these should be showcased as someone they should aspire to Most influencers that are used by fashion brands today are unrealistic in terms of body, beauty etc as they are photoshopping their images, have had cosmetic surgery and have the money to afford beauty luxuries that most normal girls canâ&#x20AC;&#x2122;t. Women come in all shapes and sizes, brands need to use â&#x20AC;&#x153;everydayâ&#x20AC;? women to show the true wearability of their clothing. Because brands do what they want Because some influencers promote unsafe products Need to be more versatile in who they chose as not one size fits all I feel like they should show more body types instead of using models with similar bodies for everything, using models with the same body types could make people feel like they are meant to look like that and put pressure on young girls leading to possible body dysmorphia and also it could give people unrealistic expectations of what the clothes will look like on them. How much they edit their faces/bodies should be regulated Fashion brands tend to work with influencers that promote unrealistic lifestyles and are airbrushed resulting to insecurities with young girls Consider age of audience- likely younger teens to older adolescents and the impact which this has upon their emotional health. Unrealistic body images put pressure on women which I believe cause insecurity. It is also easy to see this in normal life; trends; adverts; at the gym and everywhere plus sexually objectifying women Lots of different body types, races are out there.

54I feel as though they need to ensure that their influencer is being honest about the product and is not only considering their own fame and benefit.

Question 7: Why? (Please be as honest and thorough as possible) continued... Nowadays its mostly love island stars, would be nice to see new faces Just consider what they are trying to sell and who they want their customer to be but also put the product on a variety of different influencers to make a bigger impact Not sure Because i do agree there is a certian image & do agree that it should be versatile It is best to work with influencers that support the same values as a brand, and empowering young people etc. They need to use people from all walks of lives and all backgrounds, all shapes and sizes. Many girls, young vulnerable ones in parcticular feel pressurised to look a certian way because of the pressures of social media. You are only deemed beautiful if 'your skinny, had many body enhancements and wear the latest designer clothes' this then adds pressure to become an unrealistic version of yourself to try and identify as those seen on social media. Negative body image because everyone is perfect Yes, they need to take into consideration the influencers personal brand and the beliefs and standards they align themselves with. Some influencers have lost touch with the real world and every day woman which can sometimes be infuriating for women. Some influencers also edit their photos with face tune which means that their bodies aren’t actually as they appear online. Choosing a tiny size 4/6 model to promote their clothes to woman sizes 14+ when its not going to fit them the same, look the same on them. A high percentage of all pictures are airbrushed too. Nothing is real Choose more realistic models with realistic body types The whole point of influencers is to showcase a beautiful young, fit woman in order to make females at home want to look like them by leading the same lifestyle. Thereby creating an overall negative image that is completely unrealistic to copy. It is so hard to feel good in your own skin whilst being surrounded by all these girls who are photoshopped like mad. It is therefore important to re-model the image we think of when we think of beauty as it is impossible to reach and quite frankly I really don’t think it looks good. Use everyday people. Negative impact comes from using people that are not the average size or shape Far more diverse representation of female bodies needed, to ensure young women understand there is not one type they should be aiming for and not one type that is beautiful. They could use people who have different body images. Maybe choose influencers who look more like normal? They need people with a more realistic body image. Maybe actually use someone that looks like a real life person and not some filtered airbrushed unrealistic idea of what people look like Most brands do not realise the impact influencers have on women. We need see to real life women representing brands. Sometimes I find myself comparing myself to the influencers who are promoting the brand and it makes me feel bad about myself. They need to promote clothes that cater for everyone, all different shapes and sizes as we should appreciate what we was given. Missguided have launched a range for curved women, and also did a campaign for women’s body/stretch marks. They need to promote clothes that cater for everyone, all different shapes and sizes as we should appreciate what we was given. Missguided have launched a range for curved women, and also did a campaign for women’s body/stretch marks. They chose influencers who look like society expects people to look, which makes normal people feel as though they do not ‘fit in’ with the perfect image within society, therefore, brands need to reconsider who they chose to work with as this has a big impact on how people feel. If they chose regular people or a variety of body shapes / images within their campaigns this would help the normal person fit in more. They should be able to work with who they want to choose We are creating a world where women feel like they have to keep up with others. We promote the most perfect skinny women when most of us have our curves and imperfections. This isn’t shown with most fashion brands Not effective and shames people History search in to their pasts are needed Should choose those who would have a positive impact

Question 7: Why? (Please be as honest and thorough as possible) continued... Because they obviously know the target audience of that influencer and wouldn’t use them otherwise Fashion brands should push to be more inclusive rather than exclusive. it helps their company grow with a wider audience while also promoting positive body images, an up and coming trend. I remember hearing how Victoria Secrets is going out of business because the owner refuses to move from the skinny body figure. On the other hand there are brands like American Eagle who support plus size models and inclusivity. Brands should focus on working with influencers who can directly relate and fully support the up and coming inclusivity within the fashion industry. Many people follow them and they are projecting someone with which common people will associate with That's is a part of brand's marketing strategy and influencer will be a person attached to the brand. His/Her practices needed to be loyal and not humiliated anyone. It makes it more unachievable to be like these people. We will never recieve free clothes. And they make it sound like it's affordable by being ONLY £25. In realty that's a lot to a ot of people. Even though influencers are a great way to advertise products i have found that when i actually buy them they look alot different due to the way the photos are taken on an influencers instagram photos. Sometimes influencers will tag the items in there bio and then remove it a week later so you can never find where it is from They need to be aware of the influence they have over others Use the average person Most people do not look like the influencers so it’s hard to think you would look as good in the clothing they are modelling Because influencers are clearly a crucial part of mental health amongst millennials when it comes to self-image. Brands tend to choose the same influencers all the time- skinny and stunning, with majority of these girls having at least 1 form of cosmetic procedures (e.g. lip filler) I think brands should be inclusive and cater to all types of people, rather than a very specific type, which creates unrealistic standards. influencers can shape how young people see the world and so can have negative effects eg for mental health I don't think editing promotes a product as it is false advertising. Products should be used genuinely by the influencers chosen. They might need to rethink including more related influencers which they have started to do Im not sure I'm not sure Brands need to ensure they're choosing people who genuinely represent their ideals/products, and not just who the biggest face is. It is because the influencer can influence your sales. So the strategy should be effective and straight to the point. Some of the influencers are incredibly retouched and it's a bit deceiving I think they need to make sure they are working with a mix of influencers, not just influencers who are thin and pretty and off love island. Think they should be working with more people who are relatable and who have pretty standard day jobs not just fancy lunches and nights out. They choose influencers poorly and purely with regards to follower and engagement count I think it would be more effective strategy if they choose influencers with a large number of followers or are famous, as opposed to those who are relatively not well-known. At the end of the day I recognise that for them it’s only business but they should consider influencers who ate more relatable to those who actually purchase their product. At the end of the day I recognise that for them it’s only business but they should consider influencers who ate more relatable to those who actually purchase their product. Almost all fashion brands have and ideal model/influencer look that they want. And its almost always very skinny girls that have features that society deems as beautiful. Almost all influencers look the same and it's annoying. A lot of influencers now are trying to be body positive and clothing companies should work with these influencers instead Not people that have an unrealistic body image Fashion brands need to remember and be more aware that the majority of their consumers are going to be a certain demographic that will vary in figure, sex, age and not be like for like comparable to the influencer they wish advertises their products. If they do change depending on the influencer it will only represent a small minority and end up damaging a businesses reputation as one that can be relatable.

Question 7: Why? (Please be as honest and thorough as possible) continued... Fashion brands need to remember and be more aware that the majority of their consumers are going to be a certain demographic that will vary in figure, sex, age and not be like for like comparable to the influencer they wish advertises their products. If they do change depending on the influencer it will only represent a small minority and end up damaging a businesses reputation as one that can be relatable. I think the influencers themselves have a responsibility to be more transparent about what Is given to them / not earned for themselves and take responsibility only promoting product they have genuinely trialled and love It is working for them but is also causing a lot of harm for society I think a more wide range and diverse group of influencer will be more beneficial to them Young and successful women are good but as soon as you make a brand on a person everything changes. I would recommend choosing influencers that are true to their values without necessarily willingly promote a brand like a sales person. It is the influencer's responsibility to promote positive images. Fashion brands sell clothing. It is up to the influencer to determine how to advertise it positively. Not enough fashion brands truly recognise the normal girl/guy look/body type, yes some may have plus size models now but not enough and we rarely see the stretch marks, scars etc. T i think so brands aim for big macro influencers whereas i believe that micro influencers are the way forward as they have a better connection with their following Because it can affect the consumer positively or negatively not photoshopping images etc. Too much pressure from influencers to look a certain way could affect those on social media if they don’t “fit” the current ideal shown by influencers Other ways might be better its clearly already a huge and effect marketing strategy Choose someone who’s not trying to act like she’s perfect I think the influencers should be more diverse a lot of these influencers promote certain products which are very harmful (detox tea, waist trainers) and sell their young audiences an illusion that they use these things to achieve their lofestyle but in reality its all surgery, photoshop etc

Question 8: How does this Instagram image make you feel? She’s had a lot of cosmetic surgery. I wouldn’t even say I’m jealous as she looks so fake. Uncomfortable, and insecure fat, ugly, worthless Too fake Sad & Fat Insecure for my own body and worrying if I should look that way. Also jealousy due to wanting to look a certain way. Fat, insecure, fake, makes me want to go the gym I don’t really feel anything I don’t like the bikini she’s selling though, I’d probs scroll past this if it was advertised on my insta Fat and ugly and need to have cosmetic surgery/ enhancements and go on the sunbeds Crap Unfit, not nice anout myself and envious Uncomfortable Fat It makes me wish i looked like that! Self conscious Slightly Insecure Like I’m not good enough I should go the gym Envious I don’t really feel anything, I would just scroll past it’s like any other post on insta. Unrealistic beauty standards as it looks like she’s had loads of surgery. I don’t have a body like that, Luckily i try not to compare myself to that body shape but I know lots of impressionable young people might do. Negative about my own body but also it seems quite unrealistic Like I need to go the gym Uncomfortable, Pressured to look like she does too Uncomfortable, weird Personally i think she looks a bit ridiculous I could never achieve this body I'm glad i'm not as fake as her The post is over sexualised, it’s unobtainable, it’s fake. Insignificant and ugly, but also mkaes me think is this really real or is this photoshopped Unrealistic standards of beauty Not going to lie envious of her figure & tan.

Question 8: How does this Instagram image make you feel? continued... Scared That this girl is obviously stunning and has committed to working for the body she wants whether that be financially or physically Jealous, wish I had the body It does set unrealistic standards but I do know myself that I wouldnâ&#x20AC;&#x2122;t look like the image so I donâ&#x20AC;&#x2122;t think it would put me off too much if I wanted this bikini Jelous I donâ&#x20AC;&#x2122;t look like her Jealous, rubbish about my body Sick she is pretty but false and we wonder why so many girls have problems they copy these type of people Disgusting Makes me feel like the natural female is not appealing Like I need to go the gym. Uncomfortable. I donâ&#x20AC;&#x2122;t want to look like her or wear the outfit but itâ&#x20AC;&#x2122;s not something I aspire to be Depressed that I donâ&#x20AC;&#x2122;t look like that even though she probably doesnâ&#x20AC;&#x2122;t look like that What a beautiful lady Like Iâ&#x20AC;&#x2122;m fat compared to her. Even though I weigh under 9st, Iâ&#x20AC;&#x2122;m 5ft3 so Iâ&#x20AC;&#x2122;m by no means overweight. But I look at her and think omg why doesnâ&#x20AC;&#x2122;t my body look like that? And even down to her makeup etc. Makes me feel like am the only girl with fat on my hips ,that my boobs arent perky enough ,am not skinny enough , and before even thinking of wearing at least 50% more clothing on the picture id have to get a lot of surgery and a spray tan ! Like i need to go back the gym! & Probably starve myself I wish I looked as gorgeous as that. Guilty that I donâ&#x20AC;&#x2122;t for my partner and resentful of what motherhood has done to my body. Looking like this naturally is unrealistic but it makes you want to look like this person and not fee good about yourself I don't want to buy from this brand. She's got great looking body (not real looking body) but it just makes me laugh. Looks heavily edited. Like I need and what to look how she looks, small stomach, big boobs, big lips Like itâ&#x20AC;&#x2122;s staged but she looks amazing Confidence. However I feel like this is very filtered and this can cause negative affects on young people as it will make them aspire to look like something that is edited. Fat and skint. But fair play sheâ&#x20AC;&#x2122;s worked hard. Makes me feel fat Ugly Unrealistic and photoshop Doesnâ&#x20AC;&#x2122;t really bother me apart from itâ&#x20AC;&#x2122;s night time and sheâ&#x20AC;&#x2122;s advertising swim wear Thatâ&#x20AC;&#x2122;s not natural Bad about my own body. Fat Unrealistic body image. Fake boobs. Would definitely not buy the bikini or whatever she is advertising!

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Question 8: How does this Instagram image make you feel? continued... Like I hate my body Concerned that it’s fuelling the idea that a woman’s body is a sexual object and not a person Fat Jealous. I wish that my body could look like that Annoyed Sickened Normal Makes me feel like I need to have cosmetic surgery Her body is better than mine/too glam which isn’t my usual style anyway Sad Unrealistic, she looks fake and has probably edited her face. She’s misrepresenting the female body and only adding to the sexualisation and impossible body expectations of women. I can’t imagine what a 14 year old girl would think, especially represented by a brand she might shop with. Insecure about my body - unrealistic Unattainable It looks too much to me. Too much make up; fake everything (tan; lips; boobs) again sexually objectifying women.if this was an advert I would probably not buy anything from this brand :) Awful bikini, good luck going down a slide on holiday in that!! Personally, this is not how I would like to look and so this makes me feel comfortable in my own body. Negative Make you feel like you need to get yourself in shape, if you are an inside person who isn’t comfortable in your body. However, not everyone wants to look like this Like i’ll never look like that, why would anybody want to be with me when there’s girls that look like that Ok Need her tummy Makes me feel pressurised to look like that. As if i'll only be seen as beautiful if i look like her. Jealous So much fake She is stunning. But majority of British woman do not look like her Insecure Unrealistic beauty standards. The likes and the male attention this will bring will make so many young girls feel like if you don’t look like this then you aren’t ‘fit’. That im not that size and i should be Sad that I feel I would never look that way. Jealous but at the same time you can see work has been done so it’s not natural Depressed lol Wish i looked like that Fat and ugly

Question 8: How does this Instagram image make you feel? continued... I feel very fat. This airbrushes image makes me feel terrible about myself Fake, unnatural and edited - leading the wrong influence on young girls to make them feel like they need to be the same as her to fit in. Fake, unnatural and edited - leading the wrong influence on young girls to make them feel like they need to be the same as her to fit in. Insecure Depressed This isn’t realistic of what most women look like. Disgust Anxious and a little grossed out Jealous I hate bikini pictures - I think it can create such body dystopia I feel like i am looking at a body image I can’t achieve but want to work towards. Not so good In modern world the physic look is the major factor. Better is to be "overdoned" than intelligent and clever. Annoyed. Too much on show, clearly edited a little afraid Like I need to get back in the gym Inadequate Really insecure. How am I supposed to accept that having spots and fat on my tummy is normal and okay when there are girls like this (most influencers) posting images looking like this? Uneasy insecure about my body Uncomfortable (makes me feel sorry for her - it looks forced) I don't think she looks good to be honest, too fake I want her figure Nothing Unrelatable Felt not good, because so sexy She's very perfect and so intimidated/ugly/fat Pretty indifferent. Can't relate to anything in the image. Honestly she looks stupid lol her body is super nice but she looks very fake. When someone looks too fake it doesnt bother me as much Fat and ugly. Even though I know most people don’t and can’t look like this there’s still an element of feeling inferior. I think we are bombarded with these types of images even though we know deep down they’re unrealistic I still strive to look like her

Question 8: How does this Instagram image make you feel? continued... Like i'm fat and have small boobs. Fat Jealous of her looks Slightly disgusted. Lacks modesty. Too concerned with looking 'perfect'. The picture itself feels very unnatural. Insecure, I don’t even want surgery but photos like this make me feel like I’m not good enough as my natural self as this is what I’ll always compete with Indifferent Insecure Uncomfortable showing so much skin. Fake breasts and fake face. A body achieved without physical efforts ... uncomfortable, weird She looks nice and stuff but how can someone get that body without money?? I need to go to the gym. Uncomfortable she looks fake/edited I feel like I don't relate to it they are setting unrealistic standards Insecure terrible fine, it looks fake She is so fake it makes me laugh Irritated at first makes me feel self concious

Question 9: How does this Instagram image make you feel? Most of society have this body type so it’s more normal. That I’m normal and my flaws are normal understood, not alone with my insecurities and flaws, happy Real Happy Inspired. Seeing someone post that makes me feel more secure in myself and admires the bravery of being comfortable with yourself and how you look. Relatable , honest , pure Again I’d probably scroll past this as it doesn’t seem relevant to me It’s ok to look normal. Celebrities can also look ‘normal’ Relatable. Just a reminder of realistic beauty. I’m all for posting pictures at your best but influencers with a large following have a duty to remind vulnerable young followers that their social media is only a snapshot of their life. Makes me smile, this is a real woman Proud Thank god im normal It makes me feel real! This image shows the true reality of how we all look not everyone is perfect and blemish free! In fact i LOVE this picture. Still self conscious, the girl is still stunning even if she is more 'realistic' Normal Normal Comfortable in my own body Confident A real women in the public eye, using her platform for good. A breathe of fresh air on instagram when everyone looks the same and dresses the same It’s a more realistic image, so it feels relatable and empowering. Sad but also empowered Normal Less uncomfortable It’s rare to see a “normal” woman posing the same way as an influencer Accepted, confident, ‘normal’ Happy for her. Though idk, shes not smiling, she looks a bit confused in her body Relatable. No filters, unpolished but real. This highlights a natural beauty from an “everyday woman”. Looks normal, hate the great underwear A real person with a real body confident in her own skin promoting body positivity Proud of the person in the photo for being confident, and like my body is normal and that she looks beautiful and that although we don’t think we look beautiful ourselves we probably do to onlookers! Content

Question 9: How does this Instagram image make you feel? continued... Happy for her and her confidence to post a picture of a body image that is just as normal and as beautiful as the previous photo. This being said, the previous photo is a body image I would strive for more than this - as awful as that sounds! Normal, relatable Normal Real I think the work malin does is incredible and she normalises a lot of taboo subjects and images on her platform Empowered at her confidence Nice to see a more “normal” body type, gives you a more accurate idea of what you might look like in the item I dont have an opinion its a normal girl taking a photo of herself good on her x Normal; it’s normal it’s real Real life, real person Normal More positive as she represents a more realistic body type however I still don’t want to see this much on show More normal and like my body is okay Again .. what a beautiful lady Relieved!!!!! Kore like there is people out there like me with whats ment to be a normal body this woman is a inspiration i follow her and think shes so empowering!!! Theres not enough people who will tell the truth and show the truth me including because the most pictures you see are like the top picture Like thats a more realistic photo of how a woman looks I think she looks amazing, with a similar body shape to myself however, I don’t like the way I look. She looks confident and happy and it makes me wish I had the confidence to love my normal body like her. Happy because she’s showing what should be shown...realistic images in a realistic way and it makes me feel like it’s okay to not be a size 6 or perfect to social media’s standards It's nice it's real but I would prefer for brands to find a middle ground. It doesn't have to be all or nothing. At ease, it’s a more realistic picture on body image like am in her stage in life... Body confidence, showing real life and that not all celebrities have had cosmetic work not that I believe that this is wrong. Gone girl. Wish i had the confidence like that. Makes me feel reassured that I have a normal body like hers Normal Me! More real so I like it Reality That you should be proud of your body. Normal Showing body positivity. Everyone should be happy no matter what shape and size you are. This is a true reflection of authenticity, as not many influencers would show their body like this as they’d be too scared of online hate

Question 9: How does this Instagram image make you feel? continued... This is normal. This is showing what NORMAL people are like Proud of her bravery to show what normal is, it’s not a sexual image but body confidence Comfortable This makes me feel real although It doesn’t make me aspire to be like this person Proud Normal!! Normal Shows realistic bodies That it’s okay to not look like the picture above and we all should embrace our insecurities I like this it shows a more realistic image of woman and also I think the girl looks pretty and confident in herself. It’s realistic, it’s achievable. I’d be more likely to shop with a brand that shows women like this. Happy - shows the true side of what woman look like on a day to day basis Reality Looks more natural and normal female body. But again it sometimes feels like there is a war on social media. To me this photo is.more acceptable and does not look like sexually objectifying women.more positive body image Like that she’s real and honest Glad that she feels comfortable in her own body. Positive Like you are normal and to feel comfortable in your own skin Happy. Not edited, it looks real. Everyone knows how beautiful she is already and these photos make her appear more “normal” Happy for her Empowered Normal, this is how many normal girls look and this is deemed ugly or fat. And i think more of this normality in women should be praised and appreciated alot more. This is more realistic Normal Comfortable She looks confident in her own skin Normal It is a normal body from a normal person yet whatever she will wear will look unattractive and unflattering, especially in this position. For clothing brands this is not what will get their clothes sold. For followers on Instagram, it will make them feel more comfortable with their own reflection. Everyday person with no editing showing what normal people look like Happy that someone who is still seen as beautiful in the media and made it on to a show aimed at only having ‘beautiful’ people on actually looks like this and is celebrated. Good, it’s realistic and can see that everyone is the same. This is normal proud. Why hide our bodies? We arent all stick thin

Question 9: How does this Instagram image make you feel? continued... Proud Real life! I can relate to this woman so much and it’s nice to see! Real, natural and inspiring to girls with no self confidence. Real, natural and inspiring to girls with no self confidence. Positive that normality still exists on social media Normal Natural, relatable to most women Happy Happy no filters Real This is real. The average women is size 14 so that’s what young girls need to see and realise - this is normal This image makes me feel that if someone else can feel comfortable in their skin, I should realize my body is perfectly fine the way it is. Nice Be proud of myself, everybody are different, have week feathers and that is what makes us special and varies from another. Relief. Not photoshopped or anything which is good and goves people a more realistic sense of body image, but i think its crazy that people feel the need to put photos like this online just to prove a point feels like a family member sharing their photo More relatable Relatable I wouldn't say better about myself as she is still stunning. But definitely that I am more normal. This is more reflective to what everyday normal girls look like. This is the type of influencer brands should be pushing to work with. Fascinated, because it's realistic and the owner has no qualms posting her physical "flaws". happy More comfortable (it's realistic) Nothing really, she's just natural Happy Better about myself Like the Instagrammer wants to relate or send a message, but it feels very deliberate and possibly manipulative Not good. Better Impressed that she would share that with her followers, empowered. It’s good she looks very pretty but clearly doesn’t fit Instagram body standards. I also like her underwear tala is cute so I guess ig does affect my purchases I am not alone. I feel good for this influencer. Her confidence to show what she really looks like normally is beneficial to me. It’ shows that even someone who looks “normal” still has all these followers and likes which means people will accept me for having this body

Question 9: How does this Instagram image make you feel? continued... That its normal to have cellulite and not wear makeup all the time. Makes me feel comfortable in my own body. Better about me Go girl! You should be comfortable in your own body. But i wouldnt be able to post a picture like this myself as i'd feel too self concious Makes me feel genuine.The individual actually looks satisfied with herself and is not putting on a pretence in attitude or posture. Happy, wholesome, proud. Women / posts like this encourage me to be happy with myself how I am Positive Good Not as glam but definitely more up to conventional standard. Beautiful woman with a hint of belly fat. Everyone has belly fat :) good! Happy that Iâ&#x20AC;&#x2122;m not the only girl with tummy rolls and thick thighs. Realistic empowered I can relate to it good,this is what most bodies look like, easy to relate to Happy- realistic not good normal Yes!!! Honest and beautiful Happy makes me feel normal

Question 12: Lastly, is there anything else you would like to add that you feel is important towards my research? there is so much pressure to dress up and get photos for instagram, to look amazing, to get comments and likes like influencers are & everyone is constantly posting and changing themselves to be one I do think influencers are a passing phase such as huge boobs in 2002. I think influencers are so toxic for younger girls who haven’t had life experience and are exposed to only the best pictures of peoples life. I would love to see athletes being hired by fashion companies, artists, inspiring people who have a little more to give than a highly edited photo! Social media has become increasingly powerful and so a key factor in deteriorating mental health. Influencers for a while now seem to be placed on a pedestal above others making it easier and easier for girls AND boys to aspire to these obviously unrealistic standards which are so unachievable it becomes depressing scrolling through photo after photo. Beauty now ha so many negative connotations it’s frightening as this idea of perfection is so impossible. We need to keep things real The rise in mental health since social media and influencers have been around is astronomical! I find myself shocked when I see Malin Anderson’s pictures with rolls and stretch marks, when it shouldn’t be that way! I grew up thinking I was the only person who looked like that when I reality, we all do! More of Malin Anderson plz I think negative impacts of influencer marketing can’t be blamed on all influencers and all brands as not all are the same I think the main issue for me is anxiety when posting a picture due to influencers, brands maybe should use normal looking people to be more relatable Na That it’s not always the social media influencers themselves that have an impact, but the comments they receive. Followers can be quick to pick out ‘imperfections’ and bully people online because of their appearance which are not just read by the influencers the self, but the followers they have. Clothing brands sizes are based for slimmer women don’t consider bigger boobs or curves Nope :) There are brands that do plus sizes but will never have influencers that are plus size which shows they choose not to advertise it because it’s not the image they want they know they will receive more views/purchases by having a influencer who has the perfect figure/skin and hair who people will want to look and be like. Fake looks don't really bother me, it's the unrealistic lifestyle expectations that make me feel anxious, like I'm boring, wasting my life etc. People need to understand such a negative response it can lead to, creating an unrealistic image and body in someone mind, doing anything they can to achieve it, which can also lead to other illnesses such a bulimia and anorexia Nope am not in your profession I feel that instagram and other social media platforms can cause a lot of issues within mental health and body dismophia due to the fact of filters and editing of pictures and the creation of a false reality. This can cause young people to look up to something that is unrealistic for example, the perfect, blemish free skin, luxurious lifestyles and perfect bodies, this can make them feel uncomfortable within their own skin and can cause them to feel less worthy of themselves which would then have effects on there mental health. Although I feel like there are many negatives against this I feel there are many positives that influences promote also. No I think that mental health is being badly impacted by instagram influencers & the fashion industry has fuelled this by including them in campaigns. Most influencers heavily edit their photos & live unrealistic lifestyles which impact young women. Suicide rates due to social media definitely prove the impact it is having on people. I think there should be more honesty surrounding brand deals. Stricter permissions, how easy is it for young people to see? I also love seeing when influencers do side by sides of nonphotoshopped/posed images The age of the influencers are always young, what happened to all ages being able to wear certain clothing etc Instagram has become the new ‘magazine’. Over 10 years ago, we used to look to celebrities and models in magazines that made us insecure, and now social media is accountable for this- creating more insecurities with the need to portray the perfect life, look flawless and have money. I think it's normal to have plastic surgery if you are insecure about certain part of your body which is affecting your mental health. There is nothing wrong with it. I know a few people who were conscious about their looks and had nose jobs and now they are a lot more happier. Instead of focusing on looks we should be focusing on how healthy we are but it is difficult nowadays plus the whole beauty and fitness thing is a big market and constantly targeting women so I don't know how we will ever be happier with the way we are :)

Question 12: Lastly, is there anything else you would like to add that you feel is important towards my research? continued... I would say that as a whole, the image of social media influencers does often make social media users feel pressured into editing and perfecting their own image, however I do not think that they have an overall negative impact all the time. I do however think that a change in how Instagram is often used by influencers may be beneficial in the future. If you are an influencer the best way is to try and be as real as possible. Air brushing your photos to make them look ‘perfect’ isn’t helping normal people. As an influencer they should be showing us their imperfections and that it’s normal to have them as they have been chosen and took the responsibility to influence brands. This is what makes their audience wider and more popular Unrealistic ideas of beauty have become so normalised and i think it adds pressure to young girls to look a certain way. I have worked with an influencer who has a 2 million following on Instagram. I watched her air brush every little spec in her body as she didn’t think her skin was clear enough And that the picture wasn’t good enough for her instagram page, she had 100s of pictures of the same pose to make sure one would look nice. She asked me to air brush a couple of the photos I had taken before i posted them as she didn’t have the ‘perfect’ tan on her hands and there where dry patches of skin It is important to get young girls to love their own skin. Beauty is within the imperfection. Know what is realistic and learn to love yourself. I hope that eventually we are able to get to a stage on social media where people don’t need to change the way they look on an image to feel comfortable! Mental health issues are largely linked to social media these days and it’s very sad to see. Social media is ruining people’s image and making everyone feel that they have to look a certain way or act a certain way in order to fit in I feel that if influencers posted true pictures of them selves a lot of young girls would feel normal about there own appearance and confident Social media, influencer are motor power for marketing strategies, and not always in good direction creates trends and influences bad habits and behaviour I always scroll through the trending page so I also feel rubbish about influences i do not even choose to follow. In my eyes, I think posting 'real' photos can sometimes be a bit counterproductive. Kind of saying that a photoshopped picture is perfection and the real photo is basically what your stuck with. People should be able to make their own choices about that and I feel like too much focus is given on what you should or should not think looks good. For example, the picture of the model on the questionnaire is not a body type I would aspire to be like, but neither is the real one. :) I edit every one of my pictures. It started off as a slight edit- blemishing some spots and whitening my teeth slightly. I now edit my body in every image so make myself look skinnier and more toned. This is because so many girls on Instagram look perfect and I must keep up No Influencers do play a part in my overall self esteem however this is only when im on instagram i dont think about it daily and i dont try to look like them. No. That I don't think influencers as a whole contribute towards body dysmorphia but that it is made worse by people actively seeking to follow accounts that cause them to feel worse about themselves rather than being educated and following inspiring body positive accounts. Much easier to access influencers who are thin rather than body positive ones. Instagram has made society become more obsessed with physical appearance and surface-level things which promotes narcissism and dissatisfaction in general. Maybe look into influences who have developed eating disorders/ body dysmorphia themselves. A lot of artists get pressured - Margot Robbie wasn’t happy with how short her Harley Quinn costume was - Billie Eilish has always covered herself and then when she posted one short video of herself swimming, the media said she’d ‘stripped down’ - the media pressures influencers too This is a topic that needs to be addressed especially with the younger generation Maybe look at what kind of brands reach out to what kind of influencers. There are different stages :) G no

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The above application was reviewed by Dr Priscilla Chan and on the 11/12/2019, was given a favourable ethical opinion. The approval is in place until six months after the end date recorded in your application documentation (20/03/2020).

Dear Phoebe Bradley,

Ethical Opinion

EthOS Reference Number: 16456

Project Title: Is influencer marketing on Instagram the catalyst for Body Dysmorphic Disorder and other self-image related mental health issues amongst Millennials?

11/12/2019

06/04/2020

1/2

9.5 Appendix 5: Ethos Form: