The influence of a popular South African influencer’s Instagram content on Gen Z females body image

Seriane Morapeli and Paballo Precious Molefe

SAP Netnography, 2026

Abstract: The effects of influencer culture on users have been the topic of various studies, with the findings highlighting the negative effects of social media platforms on younger generations of females. However, there is a paucity of studies exploring the type of content posted by influencers on Instagram and their effects on young women’s body image identity. This study used exploratory qualitative research to explore the content analysis of Kay Yarm’s Instagram posts, focusing on body image-related codes. Identity development theory was most applicable to the study because it elaborates that identity formulation is critical during the adolescent and early adult years and social media can have grave effects on this process. The findings revealed that although Kay Yarms’ embraces her natural African body shape and dark complexion, her posts are dominated by unrealistic beauty associated with artificial hair and make-up. Her large followership is evidence of her expanse influence on females’ perceptions of beauty. This study contributes to the understanding of influencer culture’s effect on body image conceptions among Generation Z South African females, highlighting the need for responsible content creation and consumption.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net2026306

DOI: 10.62486/net2026306

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