Home About Us Writing a Scientific Article Author's Instruction Contact us



/  /    MRJBM Home    /   /    About MRJBM    /  /    Submit Manuscripts     /  /      Call For Articles      / /     Editorial Board     / /    Archive     / /    Author's Guide  /  /


August 2020 Vol. 8 No.4

Other viewing option

• Full text
Reprint (PDF) (364 KB)

Search Pubmed for articles by:

Rehman A

Other links:
PubMed Citation
Related articles in PubMed



Merit Research Journal of Business and Management Vol. 8(4) pp. 059-068, August, 2020

Copyright © 2020 Author(s) retain the copyright of this article
DOI: 10.5281/zenodo.3998413

Original Research Article

Female perspective for self or others guilt body image dissatisfaction: Understanding the role of advertisement


Asad Ur Rehman1, Dr. Zainudin Awang2, Ayesha Nawal3*, Hamid Mehmood4


1PhD, Scholar, UniSZA, Malaysia
2Assistant Dean, Prof. UniSZA, Malaysia
3PhD, Scholar, UniSZA, Malaysia
4PhD, Scholar, UniSZA, Malaysia

*Corresponding Author's E-mail: ayesha.ch38@yahoo.com

Received: 02 August 2020  I  Accepted: 23 August 2020  I  Published: 27 August 2020  I    Article ID: MRJBM-20-024
Copyright © 2020 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0.




In past two decade body image was emerged as problematic phenomena for females around the globe, this study explore the female perspective related to body image guilt which cause body image dissatisfaction due to exposure of advertisement and psychological issues. Multi-method qualitative sequential design was used to collect data with focus group discussion and individual interviews. At first stage focus group discussion was conducted and thematic guide was developed from focus group data analysis. In second stage, thematic guide was developed from previous stage used for development of interview protocol. Meanwhile, researchers perform exploration of themes related to body image and advertisement, wrote their introspection and make comparisons. Results explore that female exposure of advertisement affect in two ways e.g. overall physical appearance and specific body feature content to disturb psychological health. Moreover, this exposure of advertisement affect body image and cause self-guilt which disturb intrinsic motive of females but social guilt emerged not only because of advertisement but social players (peer, parents, and media) of society as play role in it.

Keywords: Advertisement exposure, Body image dissatisfaction, Self guilt, others guilt










Merit Research Journals© 2020 || Advertisement | Privacy policy.