Examining the Impact of AI-Generated Content on Self-Esteem and Body Image Through Social Comparison

Rashida Tufail., Ali Muhammad Shahwani, Wafa Khan and Yaseen Badar
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Rashida Tufail.: Higher Education Department, Punjab, Pakistan
Ali Muhammad Shahwani: Department of Sociology, University of Sindh, Jamshoro, Pakistan
Wafa Khan: School of Humanities and Social Sciences, North China Electric Power University, Beijing, China
Yaseen Badar: Department of Electrical Engineering, Bahria University, Karachi, Pakistan

Bulletin of Business and Economics (BBE), 2025, vol. 13, issue 3, 413-421

Abstract: This study quantitatively investigates the impact of AI-generated content on self-esteem and body image among students in the Punjab region of Pakistan. Utilizing a structured questionnaire distributed to a sample of 600 students, the research aimed to quantify the effects of AI-generated imagery on self-esteem levels, assess the relationship between exposure to such content and body image satisfaction across demographic groups, and evaluate the role of social comparison as a mediating factor. Employing validated scales such as the Rosenberg Self-Esteem Scale, Body Image Scale, and Social Comparison Scale, the study found significant negative correlations between exposure to AI-generated content and both self-esteem and body image satisfaction, with social comparison emerging as a crucial mediator in these relationships. The findings underscore the need for awareness and interventions aimed at mitigating the negative effects of digital media consumption on psychological well-being.

Keywords: :AI-generated content; self-esteem; body image; social comparison; quantitative study; students; Punjab; psychological well-being (search for similar items in EconPapers)
Date: 2025
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