Behind the Digital Mirror: Motives and Body Image Consequences of AR Beauty Filter Use in Morocco
DOI:
https://doi.org/10.24113/ijohmn.v11i6.342Keywords:
Augmented Reality Filters, Social Media, Self-Perception, Body Image, MoroccoAbstract
Augmented reality (AR) beauty filters are increasingly used in online self-presentation, raising concerns about their impact on body image and well-being. Existing research has focused largely on Western contexts, leaving little evidence from North Africa. This study examined motives for AR filter use and their associations with self-perception and psychological distress among Moroccan women. An online survey was conducted with 295 participants. Measures included frequency of social media and AR filter use, motives for filter use, self-perception outcomes (body dissatisfaction, self-esteem, anxiety about unfiltered appearance, cosmetic surgery interest, and avoidance behaviors), and psychological distress. Results showed that appearance, validation/mood, and exploration motives were endorsed at comparable levels. Frequent filter use significantly predicted higher self-perception concerns, including dissatisfaction with natural appearance, lower self-esteem, and avoidance behaviors. Filter use did not significantly predict psychological distress, though some respondents reported feelings of exhaustion or harmful self-perceptions. These findings highlight culturally specific patterns of AR filter use and emphasize the need for interventions promoting media literacy in Morocco.
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