Weight loss information on social media RED and third‐person effect

Abstract

As people concern about their body image more and weight loss information flood into social media, media effect of this kind of information has drawn many researchers’ attention. Using survey data to represent Chinese female social media users, the current study tested both perceptual and behavioral hypotheses for third-person effect (TPE) and of weight loss information on RED app. A significant TPE that Females perceive that others to be more influenced by the weight loss information on RED than themselves was observed from results of regression analysis and TPE could lead to restrictive behavior. Media exposure showed a negative impact on issue involvement and issue involvement of weight loss information was confirmed to have a negative impact on TPE, so media exposure can be regarded as the antecedent variable between issue involvement and TPE.