Thesis:

The influence of social media use on body dysmorphic among young adults in private universities in Nairobi, Kenya

Young adults have been faced with issues related to comparing themselves with others which leads to lack of self -acceptance. This has caused many to be distressed with their appearance hence experiencing body dysmorphia. This study aimed to evaluate the influence of social media on body dysmorphia in young adults in private universities located in Nairobi Kenya. This research was directed by three primary objectives; to establish the social media preferences among young adults in private institutions of higher learning in Nairobi Kenya, to establish the Frequency of Social Media Use and its influence on body dysmorphia among young adults in private universities found in the city of Nairobi, Kenya; to determine the influence of Social Media Engagement on body dysmorphia among young adults in private universities in Nairobi city, Kenya and to determine the rate of extent at which Social Media Content influence body dysmorphia among young adults in private universities located in the city of Nairobi, Kenya. The study used Social cognitive Theory by Albert Bandura Theory. The researcher used descriptive research design. The research population was the students of the private universities in Nairobi. The researcher used random sampling technique and Yamane formula to select the sample. The instrument reliability and validity were tested through use of Cronbach alpha whereby if it was above the recommended threshold of 0.7, the instrument was considered reliable. The researcher utilized a 5-likert scale questionnaire and interviews to gather data. Data was then analyzed descriptively through the help of SPSS version 27 and presentation was through the use of tables. Inferential tests were carried out to establish the effect of predictors on the predicted variable. The study found out that preference of social network sites had diverse effect on body dysmorphia of youths in private universities in Nairobi. This was also accompanied by the fact that the students in private universities in Nairobi were prone to frequently use of social media. The correlation results show significant relationships between social media use and body dysmorphia among youth. Frequency of use (r = .583), engagement (r = .697), and content (r = .491) all positively correlate with body dysmorphia (p < 0.05). Holding all other factors constant, predictors explain 64.3% of variance, with frequency, engagement, and content increasing body dysmorphia by 39.4% (β2 = 0.394, p-value=0.000), 23.3% (β3 = 0.233, p-value=0.000), and 29.3%, (β3 = 0.293, p-value=0.000) respectively. The study concludes that social media use, particularly frequency, engagement, and content, significantly contributes to body dysmorphia among youth. Thus, Universities should promote responsible social media usage and implement awareness programs to mitigate body dysmorphia, while policymakers should regulate exposure to idealized images and encourage media literacy.