Beyond Likes and Filters: Digital Self-Image as a Bridge Between Self-Esteem and Appearance Consciousness

The widespread use of image-centered social media has increased concerns about online appearance and self-presentation among young adults. This study examined the relationship between self-esteem and appearance-related social media consciousness, with adaptive and maladaptive digital self-image as parallel mediators. A cross-sectional survey design was employed, and data were collected from 500 young adults aged 18–25 years using purposive sampling. Participants completed the Rosenberg Self-Esteem Scale, the Digital Self-Image Scale, and the Appearance-Related Social Media Consciousness Scale. Correlation analyses indicated that self-esteem was positively associated with adaptive digital self-image and negatively associated with maladaptive digital self-image and appearance-related social media consciousness. Parallel mediation analysis revealed that both adaptive and maladaptive digital self-image significantly mediated the relationship between self-esteem and appearance-related social media consciousness, with maladaptive digital self-image showing the stronger indirect effect. The findings highlight digital self-image as an important psychological mechanism underlying appearance-related concerns and underscore the need to promote healthier digital self-perceptions among young adults.