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Viewing idealized social media images may negatively impact women’s self-esteem, yet the underlying mechanisms and vulnerable female groups remain under-investigated. This online experiment applied a posttest-only, between-subjects design to examine the interaction effects of viewing #fitspiration and #thinspiration Instagram images, body mass index, and perceived weight on women’s self-esteem ( N = 221) via appearance comparison. A moderated moderated mediation analysis (MMMA) shows significant effects for fitspiration and thinspiration conditions. Fitspiration pictures predicted lower self-esteem among Overweight women with perceived healthy weight (OH) than healthy weight women with perceived healthy weight (HH) and those with perceived overweight (HO). Thinspiration images resulted in lower self-esteem among HO than HH and OH. Implications include the importance of subjective and objective appearance comparison measurements, effect sizes of idealized social media images, the usefulness of MMMA, and the call for an Instagram literacy program.

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Applying the sociocultural theory and the objectification theory, this experiment examined the indirect effects of inspirational Instagram images (i.e., fitspiration and thinspiration) on young women’s sexual attitudes. A post-test only between-subjects design with three experimental conditions (i.e., fitspiration, thinspiration, and control images) was conducted with female college students ( N = 221). The results supported the sociocultural theory, revealing that viewing inspirational Instagram images led to higher appearance comparison and greater body dissatisfaction, respectively, which, in turn, predicted lower sexual self-efficacy and greater sexual self-consciousness. Testing a new theoretical model combining the sociocultural theory components and self-objectification reported a significant causal mediating chain of appearance comparison, self-objectification, and body dissatisfaction, respectively, in the relationship between viewing inspirational Instagram images and sexual attitudes (i.e., lower sexual self-efficacy and greater sexual self-consciousness). The indirect effect sizes of fitspiration were larger than those of thinspiration. Implications and limitations are discussed.