Does Influencers Popularity Actually Matter? An Experimental Investigation of the Effect of Influencers on Body Satisfaction and Mood Among Young Chinese Females: The Case of RED (Xiaohongshu)

Many studies have linked idealized body image on social media to negative psychological well-being among young females. However, social media influencers’ imagery has not attracted much research attention in either the Western or the Asian context. This study aimed to experimentally investigate the impact of high versus low popular social media influencer images on young Chinese females’ body satisfaction and mood. The participants were 420 female RED users (aged 18–35) who were randomly assigned to three groups: (1) the influencer-high group (idealized imagery alongside high engagement metrics); (2) the influencer-low group (the same idealized imagery adjusted for low engagement metrics); or (3) a control set of nature images. The results revealed that the groups exposed to influencer imagery had lower body satisfaction and more negative mood than the control group (nature images). Notably, this comparison showed no significant difference between the low-influencer and high-influencer groups in body satisfaction and mood. Additionally, this effect was moderated by individuals’ self-discrepancy between personal ideals and their own bodies. That is, exposure to idealized body images does not always produce harmful effects. For those with lower self-discrepancy, idealized body posts somewhat positively affected their body satisfaction. The current research contributes to the media effect literature by providing critical new insights into the study of body image in the context of China.