Mirror mirror on the wall: does the use of filters on selfies influence women´s make-op purchase behaviour

Abstract

Social media has become an important part of society and is commonly used as a way of self-presentation, where people post selfies, many times manipulated by filters. This research predicted that the use of filters in selfies would lead to women’s lower state self-esteem, once the image created does not correspond to reality, which would in turn would induce higher make-up purchase intention in order to bring that desired self to life. After analysing data through parametric, non-parametric tests, ANCOVAs and a mediation process, it was concluded that the use of filters does not have an impact on women’s state self-esteem nor in their purchase intention of make-up. Lastly, managerial implications are discussed based on the findings.