Adolescent body image in digital platform environments: Exploring influencer advertising and appearance concerns towards the notion of "body crush"

Abstract

This study examines the relationship between influencer advertising and adolescents’ body image concerns within everyday digital platform environments. A cross-sectional survey of 1,055 adolescents aged 11-17 years in Spain assessed self-reported exposure to advertising for food and body care products and appearance-related concerns across digital platforms. Advertising exposure was positively associated with concern scores, with coefficients varying across platforms and indicators. Group comparisons also identified differences between the advertising-exposure and platform-use groups. Building on the literature on mediated relationships, the discussion introduces the notion of “body crush” as a conceptual lens for exploring how influencer bodies may become objects of aspirational attachment, extending the analysis of appearance concerns to questions of embodiment and identity in digital cultures. This study informs digital literacy and responsible advertising practices by focusing on adolescents’ evaluations of their appearance alongside the bodily ideals circulating in mediated commercial content.