THE MEDIATING ROLE OF SOCIAL DESIRABILITY IN THE RELATIONSHIP BETWEEN APPEARANCE-RELATED SOCIAL MEDIA CONSCIOUSNESS AND FILTER USAGE RATES ON INSTAGRAM

Authors : Azimenur Ayaz

Pages : 174-186

Doi:10.35379/cusosbil.1513658

View : 85 | Download : 85

Publication Date : 2025-04-30

Article Type : Research Paper

Abstract :The increasing use of social media with technological advancements has introduced new concepts associated with social media. One such concept can be defined as ‘Appearance-Related Social Media Consciousness’, which referd to deliberate efforts of individuals to present themselves attractively in social media posts. This consciousness has led to increased filter use on platforms such as Instagram. In this context, the study aims to examine the positive relationship between the rise in appearance-related social media consciousness and the use of filters on Instagram. The sample for the study consisted of 351 university students, (251 of whom were female, and 100 male). Measurement tools were the \\\"Social Desirability Scale\\\" and the \\\"Appearance-Related Social Consciousness Scale.\\\"One-way ANOVA, t-test, correlation analysis, and mediation analysis methods were used to analyze the data. Results revealed that women had significantly higher social desirability scores than men. In addition, significant relationships were found between social media consciousness levels, social desirability, and use of filters in Instagram photos. Social desirability was identified as a partial and moderate mediator in the relationship between social consciousness and the use of filters.
Keywords : Görünümle İlişkili Sosyal Medya Bilinci, Filter Usage on Instagram, Social Desirability

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