Background to the Study

Body image dissatisfaction, marked by an unfavorable view of one’s physical form,

has emerged as a significant psychological concern among young people globally,
influencing both behavior and emotional well-being (Cash, 2012). In Nigeria, where
over 60% of the population is under 25 years old (National Population Commission,
2020), this issue is increasingly evident, driven by rapid urbanization, global media
trends, and the pervasive reach of digital platforms. Nigerian youth face a relentless
stream of idealized beauty standards through social media (including Facebook,
Instagram, WhatsApp, X (formerly Twitter), and TikTok) which has fundamentally
altered how they perceive their bodies. These platforms expose them to peer
exchanges, public scrutiny, and curated content that often glorifies unattainable
physiques. Among these, TikTok stands out due to its explosive growth and influence,
though Facebook, X, Instagram, and WhatsApp also wield substantial impact. This
study examines how engagement with social media and peer relationships predict
body image dissatisfaction among Nigerian youth, a demographic navigating the
tension between deeply rooted traditional values and the pressures of modern digital
culture.

Social media has become a foundational element of Nigerian society, with internet
penetration reaching 55% by 2022 and over 35 million active users, a growth spurred
by affordable mobile data plans and widespread smartphone adoption (Nigerian
Communications Commission, 2022; DataReportal, 2023). This digital ecosystem
includes Facebook with 25 million users, Instagram with 10 million, WhatsApp, X,
and TikTok with 30 million users by 2023, each shaping how Nigerian youth perceive
physical attractiveness (Statista, 2023). These platforms are not mere tools for
communication but powerful influencers of self-esteem, driving a spectrum of
physical alterations and emotional responses among users.

Facebook serves as a hub for sharing images and hosting conversations that spotlight
physical appearance, often prompting individuals to explore dietary aids or engage in
prolonged meal-skipping(fasting) to reshape their bodies. The platform’s photo
albums and comment sections create a space where youth compare themselves to
others, intensifying body image pressures. Instagram, with its highly filtered visuals
and fitness-focused content, elevates beauty standards, pushing some toward cosmetic
enhancements such as buttock enlargement or liposuction to achieve the idealized
“slim-thick” and curvaceous figures. Its filters and influencer-driven posts perpetuate
a polished aesthetic that many strive to emulate, often at significant personal cost.
WhatsApp’s group chats and temporary status updates (such as weight loss posts from
WhatsApp affiliate marketers marketing skim fit products) ignite discussions that can
lead to restrictive eating practices or the use of body-altering supplements, as users
seek validation from their immediate social circles. X, emphasizing candid and
unfiltered expression, circulates tweets and threads, e.g., “She’s a ten” “she’s a
baddie) or “He looks so unfed”, that can plunge users into emotional distress, self-
doubt, or despair, especially when such remarks gain traction online (Perloff, 2014).
TikTok, with its rapid-fire video streams featuring dance routines and beauty
transformations, glorifies sculpted physiques and lighter skin tones, prompting some
to pursue skin-lightening strategies or physique-altering supplements to align with
viral trends (DataReportal, 2023).
Research consistently links persistent exposure to such idealized digital content with
heightened body image concerns, as youth measure themselves against these
unattainable standards (Vogel et al., 2014). In Nigeria, the many-sided presence of
these platforms (particularly TikTok’s dominance with its 30 million users)
establishes social media as a crucial predictor of body image dissatisfaction. The
sheer volume of content, coupled with the immediacy of its dissemination, amplifies
its influence, making it a daily reality for Nigerian youth. Onyechi et al. (2020) found
that social media interaction among Nigerian undergraduates was associated with
decreased self-esteem, suggesting that platforms like TikTok, X, and WhatsApp not
only drive behaviors such as skin lightening, body sculpting, or appetite suppression
but also exacerbate psychological stress, creating a cycle of dissatisfaction and
response.

Nigerian cultural values have historically celebrated robust physiques as emblems of

health, fertility, and prosperity, a perspective deeply entrenched in rural communities
(Okeke, 2018). Proverbs and traditions often equate a fuller figure with well-being,
reflecting a societal admiration for physical abundance. However, urban youth are
increasingly drawn to Western beauty ideals, slender builds, lighter skin tones, and
sharply defined features —propelled by globalization and the omnipresent influence
of media (Awad et al., 2015). This shift in aesthetic preference is evident across
television, billboards, and, most prominently, social media, which acts as a
megaphone for these evolving standards.

Oluwatosin et al. (2016) utilized the Body Shape Questionnaire (BSQ) to uncover
significant discomfort regarding body shapes among female university students,
linking this unease to media portrayals that glorify thinness. Such representations
often lead to extreme dieting or reliance on weight-loss concoctions as young women
attempt to conform to these ideals. Eze et al. (2021) observed similar discontent
among adolescents in Enugu, with BSQ scores ranging from 80 to 110, indicating
moderate to severe dissatisfaction tied to media-driven standards. TikTok’s
transformative filters and depictions of the “ideal body”, often slim yet curvaceous,
fuel trends like skin lightening and surgical interventions such as fat removal or
buttock enhancement, as youth chase the polished looks dominating their feeds.
Facebook’s image-based interactions and Instagram’s beauty standards perpetuate
these pressures, creating a constant comparison loop. Meanwhile, X after being
rebranded now prides itself as a platform for free speech. Comments like, “She is now
very dark since after her childbirth”, can drive a new mother toward skin-lightening
pursuits, often accompanied by feelings of inadequacy, anxiety, or sadness (Holland
& Tiggemann, 2016).

The consequences of these cultural shifts are profound. Body image dissatisfaction is
closely tied to practices like skin tone modification, a widespread phenomenon in
Nigeria rooted in societal preferences for lighter skin, as well as cosmetic surgeries
aimed at reshaping the body. These pursuits often come with emotional costs,
including depression and anxiety, particularly in a context where mental health
resources are scarce (Thompson et al., 1999; World Health Organization, 2020). The
interplay between traditional values and modern media pressures creates a unique
challenge for Nigerian youth, with social media serving as a pivotal predictor of these
evolving body image dynamics.
Peer relationships exert a profound influence on Nigerian youth, grounded in a
collectivist culture where group acceptance and social harmony are highly valued
(Hofstede, 2011). In urban settings, peer networks—spanning schoolmates, religious
groups, and online communities—shape body image perceptions through collective
norms, direct feedback, and emotional interactions. These relationships can either
reinforce the pressures from social media or provide a counterbalance, depending on
their nature.
Ogunleye et al. (2015) found that secondary school students with strong peer
connections exhibited improved academic motivation, suggesting a protective effect
that might extend to mitigating body image concerns. Adeyemo and Ojo (2018)
observed that peer support bolstered mental well-being among university students,
indicating a potential shield against negative self-perception. However, negative peer
feedback—comments about weight, skin tone, or overall appearance—can push
individuals toward harmful behaviors such as restrictive dieting, skin-lightening
practices, or surgical procedures like liposuction, while also contributing to sadness
and diminished self-worth (Fardouly et al., 2015). Peers may promote beauty ideals
that mirror TikTok’s celebrated physiques or X’s publicly lauded profiles,
intensifying the struggle with body image dissatisfaction. For instance, a friend’s
praise of a slim figure on a TikTok video or a mocking remark about “dark skin” in a
group chat can significantly sway an individual’s self-view.
Social media amplifies this peer influence exponentially. Facebook interactions often
dissect and critique appearances, creating a virtual stage for comparison; WhatsApp
group chats and status updates—e.g., “On my journey to lighter skin”—spark
discussions that may encourage extreme dieting or cosmetic enhancements; X’s
public exchanges can uplift or degrade based on physical traits, eroding confidence;
and TikTok’s interactive features, like comments and duets, deliver immediate peer
reactions to posted content (Perloff, 2014). With Nigerian youth spending an average
of 3 to 5 hours daily online (DataReportal, 2023), this integration of peer dynamics
with social media deepens the connection between social engagement and body image
dissatisfaction, making peer relationships a critical predictor in this context.
Nigeria’s youth population exceeding 100 million individuals under 25 (NPC, 2020),
forms a substantial digital cohort, with over 35 million active social media users
across major platforms, Facebook (25 million), TikTok (30 million), X, Instagram (10
million), and WhatsApp (Statista, 2023). This connectivity, bolstered by improved
internet infrastructure in urban areas (NCC, 2022), is integral to their social
development and identity formation, profoundly influencing how they perceive their
bodies. The digital landscape is not just a backdrop but an active participant in
shaping their daily experiences and self-concepts.
Oluwatosin et al. (2016) highlighted media exposure, particularly visuals from
Facebook and Instagram, as a key driver of body shape concerns among female
students, fueling behaviors like meal deprivation and reliance on weight-loss products
as they strive to meet digital standards. Eze et al. (2021) linked adolescents’ BSQ
scores to online content, noting pursuits such as skin lightening and surgical
interventions as responses to these pressures. TikTok’s rapid dissemination of
polished imagery stands out, delivering a constant feed of idealized bodies that
dominate youth attention. X’s public commentary, e.g., “She is so fat” personalize
these societal pressures, contributing to self-doubt and reduced body confidence
(DataReportal, 2023). These platforms, combined with Nigeria’s youthful
demographic and urban digital growth, create a unique environment where body
image dissatisfaction thrives. Existing Nigerian research (Ogunleye et al., 2015;
Adeyemo & Ojo, 2018) underscores the interplay of these digital influences with
social factors, framing their broader impact on youth.

The relationship between social media and peer dynamics is intricate and reciprocal,
forming a powerful nexus that shapes body image perceptions. Platforms like TikTok
showcase idealized physiques, sparking trends around skin lightening or cosmetic
enhancements; X (formerly Twitter) discussions often mock or praise body shapes,
leading to despair or insecurity; and WhatsApp statuses herald the latest dieting
strategies or body-altering products, reflecting personal quests for approval (Holland
& Tiggemann, 2016). Peers reinforce these norms, advocating for cosmetic tweaks
inspired by TikTok, critiquing appearances on X, or promoting lighter skin through
WhatsApp exchanges, creating a feedback loop that intensifies dissatisfaction. With
daily online usage averaging 3 to 5 hours (DataReportal, 2023), this interplay deeply
influences Nigerian youth, connecting social media habits and peer interactions to
both physical alterations and emotional outcomes.
This convergence has broader implications. Social media platforms serve as arenas
where beauty ideals are constructed and disseminated, often promoting standards that
are difficult (if not impossible) to achieve. Peer relationships amplify these pressures,
either supporting positive self-image through encouragement or contributing to
insecurity through criticism and comparison. Understanding this dynamic is essential,
as it highlights how Nigerian youth are not merely passive consumers of digital
content but active participants in a social ecosystem that shapes their body image
perceptions. The intensity of this interplay, driven by the accessibility and immediacy
of platforms like TikTok and X, underscores the need to examine their predictive
roles in body image dissatisfaction.
In conclusion, as Nigerian youth grapple with the dual forces of social media and peer
influences, the implications for body image dissatisfaction are far-reaching. Social
media platforms, particularly TikTok, Instagram, and Facebook, act as relentless
providers of beauty ideals, often unattainable, that drive dissatisfaction and its
associated behaviors. Concurrently, peer relationships serve as both a mirror and a
magnifier, reflecting digital pressures and either alleviating or exacerbating their
impact. Given Nigeria’s youthful population, addressing body image dissatisfaction is
not only a societal concern but also a public health priority. The mental health
repercussions, such as depression, anxiety, and low self-esteem, underscore the
urgency of this issue (Thompson et al., 1999).
The digital saturation of Nigerian youth culture, with over 35 million users engaging
daily, reflects a shift in how identity and validation are sought and received. As social
media becomes a primary source of interaction, its role in shaping body image cannot
be overstated. This study aims to unpack these predictors, social media use and peer
relationships, offering insights into their combined influence on Nigerian youth. By
situating this phenomenon within Nigeria’s unique cultural and digital context, the
research seeks to lay the groundwork for informed interventions that promote
healthier body image perceptions amidst the challenges of a rapidly evolving digital
age.
Statement of the Problem
Body image dissatisfaction among Nigerian youth has surged, driven by the pervasive
influence of social media platforms (Facebook, Instagram, WhatsApp, X (Twitter),
and TikTok) and the critical role of peer relationships in shaping self-perception. With
over 35 million active social media users in Nigeria, including 30 million on TikTok
alone by 2023 (DataReportal, 2023; Statista, 2023), and a collectivist culture
emphasizing peer approval (Hofstede, 2011), these factors are deeply embedded in the
daily lives of young Nigerians.
The Background to the Study highlights how these platforms expose youth to
idealized beauty standards, prompting behaviors such as skin-lightening pursuits,
cosmetic surgeries (e.g., buttock augmentation, liposuction), restrictive eating, and the
use of body-altering supplements, alongside emotional struggles like depression,
anxiety, and diminished self-esteem (Oluwatosin et al., 2016; Eze et al., 2021;
Thompson et al., 1999). Similarly, peer interactions either reinforce these pressures or
offer limited buffering, depending on their nature (Ogunleye et al., 2015; Fardouly et
al., 2015). Despite this documented context, a critical gap persists: the extent to which
social media use and peer relationships specifically predict body image dissatisfaction
among Nigerian youth remains empirically unexamined.
This gap constitutes a significant problem for several reasons. First, while studies like
Onyechi et al. (2020) and Oluwatosin et al. (2016) link social media use to reduced
self-esteem and body shape concerns among Nigerian students, they do not quantify
the predictive strength of these factors or isolate their combined influence in this
population. The rapid rise of platforms like TikTok, with its algorithm-driven content
promoting unattainable physiques, and X, with its unfiltered commentary (e.g., “He’s
shapeless”), suggests a potent impact (Perloff, 2014; Holland & Tiggemann, 2016),
yet no research has systematically assessed this in Nigeria.
Second, peer relationships, a cornerstone of Nigeria’s collectivist society, interplay
with social media ,(e.g., through WhatsApp status updates or TikTok comments) but
their role as a predictor alongside digital engagement is underexplored (Adeyemo &
Ojo, 2018). This lack of localized, predictive data leaves a void in understanding how
these forces shape body image dissatisfaction in a Nigerian context, where cultural
shifts toward Western ideals (Awad et al., 2015) clash with traditional values (Okeke,
2018).
The absence of such research has serious implications. Body image dissatisfaction is
not merely a personal concern but a public health issue, given its association with
mental health challenges (depression, anxiety, and low self-esteem) that are
exacerbated by Nigeria’s limited mental health infrastructure (World Health
Organization, 2020). The physical manifestations, such as skin-lightening practices
prevalent due to societal preferences for lighter skin and the growing interest in
cosmetic surgeries, further underscore the urgency (Vogel et al., 2014). Without
empirical evidence on how social media use and peer relationships predict these
outcomes, efforts to address their impact remain speculative, leaving Nigerian youth
vulnerable to escalating psychological and physical risks.
This problem is compounded by the sheer scale of digital engagement (averaging 3 to
5 hours daily) (DataReportal, 2023) and the absence of targeted interventions tailored
to this demographic’s unique cultural and digital realities. This study seeks to fill this
gap by investigating the predictive roles of social media use and peer relationships on
body image dissatisfaction among Nigerian youth. By leveraging quantitative
measures, it aims to provide clarity on the strength and nature of these relationships,
offering a foundation for evidence-based strategies to mitigate their negative effects.
In a nation where youth dominate the population (National Population Commission,
2020) and digital platforms shape cultural norms, addressing this research deficit is
both timely and essential.

Research Questions
The research would provide answers to the following:
1. Will social media use predict body image dissatisfaction among Nigerian youth?
2. Will peer relationships predict body image dissatisfaction among Nigerian youth?

Purpose of the Study

The general purpose of this study is to examiine peer realtionship and social media as
predictors of body image dissatisfaction among nigerian youth. Specifically, the
objectives of the study are:
1. To determine whether the level of social media use would significantly predict an
increase in body image dissatisfaction among Nigerian youths
2. To determine whether the quality of peer relationships would significantly predict
an increase in body image dissatisfaction among Nigerian youths.
Relevance of the Study
Theoretically, this study adds to the understanding of body image dissatisfaction by
exploring how social media use and peer relationships affect Nigerian youth. It
provides insights into how these digital and social factors may lead to an increase in
body image dissatisfaction, offering a Nigerian perspective to global research on body
image. This work also encourages discussions about the role of technology and social
connections in mental well-being, particularly in a culture where peer influence is
strong. By providing data on these predictors, the study serves as a useful resource for
researchers interested in the cultural and digital aspects of body image issues.
Practically, the findings can support Nigerian youth dealing with body image
dissatisfaction. Teachers and counselors can use the results to develop programs that
promote healthy social media habits and positive peer interactions, helping young
people feel more confident in their self-image. Mental health professionals can apply
the insights to address emotional challenges, such as anxiety or low self-esteem, often
tied to body image concerns. Additionally, policymakers can use this evidence to
support initiatives that encourage responsible social media use and create campaigns
to challenge unrealistic beauty standards, fostering a more positive environment for
Nigerian youth in today’s digital age.
Operational Definition of Key Study Variables
Social Media Use: Social media use refers to the frequency and intensity of
engagement with digital platforms such as Facebook, Instagram, WhatsApp, X, and
TikTok, where Nigerian youth interact, share, and consume content. It was measured
using the Social Media Use Integration Scale (SMUIS), which was developed by
Jenkins-Guarnieri, Wright, and Johnson (2013).
Peer Relationships: Peer relationships refer to the social interactions and connections
Nigerian youth have with their peers, including the level of support, criticism, or
pressure experienced in these relationships. This was measured using the Peer
Relationship Inventory (PRI), which was developed by Furman and Buhrmester
(1985).
Body Image Dissatisfaction: Body image dissatisfaction refers to the negative
perceptions and feelings Nigerian youth have about their physical appearance, often
leading to a desire to change their body shape or features. It was measured using the
Body Shape Questionnaire (BSQ), which was developed by Cooper et al. (1987).