SOCIAL MEDIA USE, BEAUTY IMAGE EXPOSURE, AND INFLUENCER ENGAGEMENT AS PREDICTORS OF BEAUTY IDEALS AMONG MILLENNIALS AND GENERATION Z IN PUNJAB, PAKISTAN

Abstract

The rapid expansion of social media has significantly transformed how beauty ideals are constructed, communicated, and internalized in contemporary society. Platforms such as Instagram, TikTok, YouTube, Facebook, and Snapchat have become dominant sources of beauty-related content, particularly among Millennials and Generation Z. Through influencers, celebrities, filters, sponsored advertisements, and digitally enhanced images, social media continuously promotes idealized standards of physical attractiveness that shape body image, self-esteem, self-presentation, and consumer behavior. Existing studies have largely focused on Western populations, leaving a significant gap in understanding how social media exposure shapes beauty ideals among Millennials and Generation Z in Punjab, Pakistan. The present study investigates the influence of social media exposure on beauty ideals among these generational cohorts. The study included 600 respondents using a multistage sampling technique on the basis of a cross-sectional design. The findings of the study revealed that social media plays a significant role in shaping beauty ideals among Millennials and Generation Z. Significant positive relationships were found between social media exposure and beauty ideals. Frequency of social media use (γ = 0.483), Time spent on social media (γ = 0.537), and active engagement (γ = 0.535) were all significantly associated with beauty ideals (p < .001), with influencer engagement showing the strongest relationship. The study emphasizes the need for media literacy programs, ethical influencer marketing practices, mental health awareness campaigns, and regulatory policies to promote healthier and more realistic representations of beauty on digital platforms. The findings contribute significantly to sociological literature on social media, beauty culture, digital identity, and youth behavior in contemporary society.