Figure 3
The framework starts with viewing thin and curvy models in Instagram fashion advertising. This links to attitudes indicating negative body image and attitudes indicating positive body image. Social media literacy sits between these pathways. It includes indicators of social media literacy. The upper pathway is labelled unwilling or unable to reframe and leads to negative body image attitudes. These include negative thoughts and beliefs, negative emotional response, and Instagram-related behaviour reinforcing negative body image perception. The lower pathway is labelled willing or able to reframe and leads to positive body image attitudes. These include positive thoughts and beliefs, positive emotional response, and Instagram-related behaviour reinforcing positive body image perception. Both attitude pathways connect to body-related intentions, willingness and behaviour, which includes appearance-based body-related intentions and willingness, and non-appearance-based body-related behaviours. They also connect to factors influencing clothing purchase intentions, which include focus on models and focus on clothes.How Girls Feel About Their Body Image, Body-Related Behavior and Purchase Intentions After Viewing Thin and Lean-Curvy Models in Instagram Fashion Advertising