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Purpose This paper aims to explore the forces at work that negatively influence the self-image perceptions of young women, causing them to strive for an “ultra-thin” ideal. Design/methodology/approach Focus groups explore why and how perceived self-image influences young women’s body and perceptions and, consequently, health. Thematic qualitative analysis explores the realm of information and emotions involved with the thin-ideal. Findings Social contagion theory emerged with a significant impact caused by network influencers and the spread of information and emotions within social networks forces that sustain the need to be ultra-thin, even though there is abundant knowledge about adverse effects. Research limitations/implications Future research should address limitations involving representativeness and generalizability. Practical implications Social marketing programs, including social media, should stress healthy eating habits while focusing on the importance of the self and de-emphasizing the “thin-ideal” image. Originality/value Results will assist in developing more informed and effective prevention programs, including social media campaigns, as preventative healthcare to reduce the risk of the spread of eating disorders and promote psychological health of at-risk young adults.

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