Body dissatisfaction and unhealthy weight-control behaviors of adolescents: The roles of exposure to influencer marketing and use of dating apps.

This study examined adolescent exposure to influencer marketing and the use of dating apps by adolescents to establish possible relationships to body dissatisfaction (BD) and unhealthy weight-control behaviors (UWCBs). A total of 3121 high-school students were recruited from 36 schools in Taiwan. These students completed a self-administered questionnaire during the COVID-19 pandemic in 2022. Multivariate analysis revealed that adolescents who use dating apps, who have higher levels of exposure to influencer marketing of weight-control products, and who could be considered either overweight or obese are more likely to experience BD. Furthermore, adolescents who use dating apps, who have higher levels of exposure to influencer marketing related to weight-control products and experience BD are more likely to use weight-control products and engage in UWCBs. In conclusion, both the adolescent use of dating apps and exposure to influencer marketing are related to BD as well as to the purchase and use of weight-control products and to UWCBs. Our study findings have significant implications for future efforts to develop interventions that will enhance the ability of adolescents to resist the influence of digital marketing and encourage them to develop a healthier body image.