Digital social evaluation: Relationships between receiving likes, comments, and follows on social media and adolescents' body image concerns.

A defining feature of social media is its social interactivity, but limited research has investigated how various aspects of digital social evaluation (i.e., likes, follows, comments) may be related with users' body image concerns. This study investigated the relationships between aspects of digital social evaluation and body image concerns in adolescents. Australian adolescents (N = 245, 58.4 % male, M = 13.79, SD = 1.11) completed online surveys measuring digital social evaluation frequency (likes, follows, positive and negative comments about appearance and non-appearance), perceived importance (likes, number of followers), body dissatisfaction, restrictive eating attitudes, and drive for muscularity. Adolescents reported frequently receiving digital social evaluation, with females receiving more positive, but not negative, comments than males. All aspects of digital social evaluation were positively correlated with at least one aspect of body image concern. Controlling for other factors, all three aspects of body image were associated with receiving more frequent positive appearance-based comments, greater restrictive eating attitudes and body dissatisfaction were also associated with greater importance of likes, whilst greater drive for muscularity was associated with less frequent likes and comments. Digital social evaluation should be considered in future longitudinal or experimental research, and media literacy interventions.