Self-esteem, self-image and media advertisement as preditors of skin bleaching behaviour among undergraduate
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Date
2025
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Business Ecosystem & Strategy
Abstract
This study examined media advertisement, self-image, and self-esteem as predictors of skin bleaching
behavior among Nigerian undergraduate students, grounded in Social Learning Theory. A crosssectional survey of 350 undergraduates (56.3% female) from five on-campus hostels used the
Rosenberg Self-Esteem Scale, an adapted Body Self-Image Questionnaire, and media influence
assessments. Multiple regression analysis examined predictive relationships. The findings reveal
media advertisements were the strongest predictor of skin bleaching behavior (β = 0.802, p < 0.001),
followed by self-image (β = 0.503, p = 0.001) and self-esteem (β = 0.107, p = 0.002). The model
explained 62.4% of variance. Currently, 25.4% of participants used skin bleaching products, 77.1%
had family history of the practice, and only 8.1% demonstrated adequate knowledge of health risks.
The findings highlight media influence as the primary behavioral driver, supporting Social Learning
Theory's emphasis on environmental factors and observational learning. Interventions must address
media messaging, regulatory frameworks, and health literacy rather than relying solely on individual
psychological interventions
Description
The study investigated self-esteem, self-image, and media advertisement as
predictors of skin bleaching behavior among female undergraduates in Nigeria. Specifically, the objective of the study is to:
i. Determine the level of knowledge of health effects of skin bleaching among respondents
ii. Determine the relative contribution of self-esteem, self-image, and media advertisement to skin bleaching behavior
among respondents
Keywords
Self-esteem, Self-image, Media advertisement, Undergraduate, Psychology, Skin bleaching, Namibia, University of Namibia