ABSTRACT

This study attempted to examine how the mass media involvement and the perception of BMI of adolescent consumers have influence on the body image and self-esteem. Also, the influence of these variables on the purchasing of clothes was inquired. As a result, it was concluded that as the level of mass media involvement increased, the perception of BMI difference became higher, and the body image was formed more positively. The perception of BMI difference had a negative effect on their self-esteem. The body image had a positive relation to the self-esteem. Finally, the self-esteem had no direct effect on the expenditure of the purchasing of clothes, while there was extremely high causality between body image and expenditure of clothing buying. To build desirable body image, not only consumer education program is needed, but also consensus on more realistic body image should be delivered via mass media.

KEYWORD

Body Image, Self-esteem, Mass Media, Perception of BMI Difference, Clothing Buying

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