Social media have become increasingly popular mechanisms for communication.Past research suggests a link between using social media, upward social comparison, and negative affect.This online experiment of US women ( N = 118) takes a Transmitter media psychology approach to understanding how fitness images on the social networking website Pinterest contribute to social comparison as well as intentions to engage in extreme weight-loss behaviors.Findings suggest that individuals who follow more fitness boards on Pinterest are more likely to report intentions to engage in extreme weight-loss behaviors.
Additionally, endorsement of an ideal female body type was positively related to both social comparison and intentions to engage in extreme weight-loss behaviors.Findings are In Ground Product (White Goods) discussed in light of social comparison theory, and suggestions are made are made for future experimental work.