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Econviews : Review of Contemporary Entrepreneurship, Business, and Economic Issues, Vol. 39 No. 1, 2026.

Original scientific paper

https://doi.org/10.51680/ev.39.1.2

Self-disclosure, self-esteem, and body positivity among Instagram influencers and users

Ana Čuić Tanković orcid id orcid.org/0000-0002-4383-684X ; University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Croatia *
Ivana Bilić orcid id orcid.org/0000-0002-9617-6611 ; University of Split, Faculty of Economics, Business and Tourism, Croatia
Mia Borši ; Premia - Premium Real Estate Marketing Agency, Rijeka, Croatia

* Corresponding author.

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Abstract

Purpose: This paper explores the relationship between self-disclosure, self-esteem, and exposure to bodypositive content among Instagram users following influencers. It aims to examine evolving beauty standards and emphasises the impact of social perception on individual self-esteem and identity formation. It considers the emergence of the #bodypositivity movement as a reaction to unrealistic beauty ideals propagated on social media and stresses its role in promoting inclusivity.
Methodology: A structured questionnaire was used to collect data from 218 Instagram users. The study used Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyse the data and assess the relationships between the variables.
Results: The results show that the constructs Polarity and Intent have a significant and positive impact on Self-esteem. Self-esteem has a significant and positive relationship with Body-positive content.
Conclusion: This research underscores the importance of body-positive content on social media in challenging traditional beauty standards and promoting inclusivity. Positive self-disclosure emerges as a critical factor in boosting self-esteem and advocating body-positive narratives. The findings suggest that self-esteem is positively influenced when individuals disclose in a positive, intentional, and authentic manner, but too much disclosure or overly personal sharing may harm self-esteem. The study offers valuable insights for influencers, marketers, and researchers into fostering healthier self-perception through social media. Limitations are acknowledged, and recommendations for future research are provided.

Keywords

self-disclosure; self-esteem; body positivity; Instagram

Hrčak ID:

348452

URI

https://hrcak.srce.hr/348452

Publication date:

28.6.2026.

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