The Impact of Beauty Filter Usage on Body Dissatisfaction among Tertiary Students in Klang Valley

Abstract

This study explores how the use of beauty filters on social media impacts body image among university students in the Klang Valley, Malaysia. While the use of Augmented-Reality (AR) and Artificial-Intelligence (AI) driven filters are a common social media practice nowadays, its psychological effects on young adults within the Malaysian context remains under-searched. Using a quantitative design, the relationship between the indepdendet variable (IV) of Beuaty Filter Usage and dependent variable (DV) of Body Dissatisfaction has been investigated. A total of 236 students participated in a self-reported survey using a modified version of Appearance-Related Social Media Consciousness (ASMC-13) and Body Shape Questionnaire (BSQ-16) to ensure measurability of variables. Descriptive results indicated high levels of both filter usage and body dissatisfaction, with (M=3.91) and (M=3.88) respectively. Inferential analysis revealed a strong positive significant correlation (r=0.976, p<0.001), proving that increased filter dependency directly influence body dissatisfaction. To note, T-test showed that male students scored significantly higher than females in both filter usage and body dissatisfaction, challenging traditional assumptions of female-focused body image concern. Findings implicate that ongoing beauty trends from TikTok and Snapchat has reset beauty standards, leading to increased social withdrawal among students. This research also concludes that the “internalization of digital ideal” creates an impossible beauty benchmark. It recommends that universities implement gender-inclusive digital literacy programs to address this emerging mental health crisis among tertiary students of Klang Valley.