PHOTO EDITING BEHAVIOUR, ONLINE SELF-PRESENTATION PRESSURE, AND DIGITAL APPEARANCE DISSATISFACTION AMONG GENERATION Z UNIVERSITY STUDENTS

Abstract

With increased utilization of social media by Generation Z people, photo editing and online self-presentation have become an essential part of digital identity. Although such behaviors may help improve their appearance online, it is possible that it may also cause digital appearance dissatisfaction. This study examined the association of photo editing behavior, online self-presentation pressure, and digital appearance dissatisfaction among university students of Generation Z. The research adopted cross-sectional correlational research design with a quantitative approach. Three hundred university students, consisting of 150 males and 150 females from various universities of Sialkot, formed a convenient sample for this study. They filled standardized questionnaires on photo editing behavior, online self-presentation pressure, and digital appearance dissatisfaction. Descriptive statistics, Pearson product-moment correlation, independent samples t-test, hierarchical multiple regression, and one-way ANOVA were performed on the obtained data. It was found that there exists a significant positive correlation among photo editing behavior, online self-presentation pressure, and digital appearance dissatisfaction. Further analysis of hierarchical regression showed that photo editing behavior and online self-presentation pressure significantly predicted digital appearance dissatisfaction. From the above results, one can observe that increased involvement in photo editing and the pressure to have a perfect self-image on social media is related to digital appearance dissatisfaction among Generation Z university students. Through the findings, there is a need for proper measures to be put in place in order to ensure healthy social media behavior and body image in such individuals.