Date of Award
12-2025
Document Type
Thesis
Degree Name
Master of Arts in Social Media and Digital Content Strategy
First Advisor
Andrew Smith
Second Advisor
Kyle Coble
Third Advisor
Gabriela Romero
Abstract
This study examines how social media shapes beauty standards and consumer behaviors among female Generation Alpha (ages 7–13). As the first generation fully immersed in digital culture, these young girls face early exposure to influencer marketing, algorithmic promotion, and adult beauty practices, which influence their skincare routines and product preferences. The research highlights the decline of child-centered physical spaces, intensifying their engagement with digital platforms. Using a mixed-methods approach focused on a subgroup of female gymnasts, the study combines quantitative surveys and qualitative analysis to reveal how social media affects identity formation, consumer choices, and related mental health concerns. Results indicate early adoption of adult beauty ideals mediated by peers and Millennial parents, underscoring the need for targeted educational and industry strategies. This project contributes foundational empirical data to a relatively unexplored area, guiding future research and intervention development within digital youth marketing and beauty culture.
Recommended Citation
O'Brien, Matisen, "Social Media's Impact on Female Generation Alpha's Beauty Standards and Consumer Habits" (2025). Theses. 1672.
https://digitalcommons.lindenwood.edu/theses/1672
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.