In this study, we examined potential direct, indirect, and moderated effects in the relations between the use of TikTok, a video-based appearance-related social networking site, and body dissatisfaction among a sample of 778 United States’ young adult college women. Results showed that TikTok use was indirectly related to body dissatisfaction through more
upward appearance comparison and more body surveillance acting in serial. Contrary to our hypotheses, we also found that exposure to body acceptance and critique of appearance expectations, a facet of exposure to body positive media, and commercial media literacy exacerbated the direct relation between TikTok use and upward appearance comparison and the indirect relations
between TikTok use and body dissatisfaction through upward appearance comparison and upward appearance comparison and body surveillance in serial. That is, the relations were significant for those at high and average levels of both acceptance and critique exposure and commercial media literacy, but not for those with low levels.
Finally, we found that TikTok use was only associated with upward appearance comparison at average and low levels of peer social media literacy but not high levels. Our findings suggest that regular and consistent use of TikTok may be harmful to women’s body image, and women with higher levels of acceptance and critique exposure and commercial media literacy may be the most vulnerable to these negative effects.
