The ‘amplifier’ of fertility risk perception in a social network environment: the chain-mediated effects of body image comparison and negative physical self

According to the World Population Prospects 2022, fertility rates are projected to continue declining in most regions globally. Research has shown that the use of social network sites (SNSs) has been linked to the perception of fertility risk and reduces fertility intentions. One of the most significant transformations women experience due to childbearing is a change in body shape, often resulting in increased body dissatisfaction. Consequently, this study aimed to explore the effect of SNS use on perceived fertility risk and to uncover the potential role of SNS body comparisons and negative physical self-perceptions in this context. Our findings suggest that the intensity of SNS use positively is positively associated with fertility risk perception, a relationship mediated by SNS body comparisons and negative physical self-perceptions (fatness/thinness/facial appearance). The results indicate that women of childbearing age, when exposed to a persistent online environment of sexually objectifying information, become more concerned about external evaluations of themselves. This concern leads them to make social comparisons, resulting in negative physical self-perceptions about fatness versus thinness or appearance, and stimulating perceptions of childbearing risk. Therefore, future efforts should focus on creating a healthier social network environment for women, promoting a positive body image and increasing their willingness to have children.