Abstract
This study explored the influence of Kay Yarms’ Instagram content on Generation Z (Gen Z) females’ body image in South Africa. The effects of Instagram on users have been the topic of various global studies, with the findings highlighting the negative effects of the social media platform on young female’s self-perception. Generation Z females are especially vulnerable to the consequences of consuming Instagram content because they avidly consume content mostly on the platform from various Instagram influencers. Leading Instagram influencers in South Africa, such as Kay Yarms, have a large following of young females including Generation Z, and in recent years, her brand-sponsored posts have resulted in the brand products being sold-out. However, there is a lack of study about the influence of her Instagram content on these young females’ body image in South Africa. This study used exploratory qualitative research to explore this phenomenon. Two data collection methods were used. Firstly, social media qualitative content analysis of Kay Yarms’ Instagram posts and secondly, two focus groups consisting of six participants each. Social media content analysis findings revealed that Kay Yarms’ posts are mostly about beauty, skincare and lifestyle. In the focus groups, the findings revealed that half of the females have distrusted product reviews by Kay Yarms, however, half of the females have purchased products recommended by Kay Yarms. Furthermore, females from the focus groups agreed that Kay Yarms leads an active and healthy life through gymnasium (gym) content, eating healthy and taking good care of her skin. It is evident from the content analysis that Kay Yarms promotes skincare routine and females feeling good about how they look through beauty. Therefore, this study recommends future researchers expand on education through a quiz or short course about how Instagram influencers can post responsibly to avoid implications of mistrust directed at influencers and depression caused by content posted Instagram Influencers.