The mediating role of emotional experience in the happiness of digital face beautification based on self-discrepancy theory

In recent years, digital face beautification has emerged as a trend in social networks, particularly among female user groups. This has exacerbated the gap in self-awareness between the ideal and actual selves. Digital face beautification has also increased positive emotions and happiness. In this study, we explored the impact of digital face beautification on females through three studies. Study 1 used text analysis to reveal the attention goals, emotional trends, and attitude evaluations of digital face beautification actors in social network scenarios (N = 519). Study 2 innovatively used the frequency and degree of difference as two key indicators of beautification behavior to explore the relationship between beautification behavior and female emotional experiences (N = 140). Studies 3A (N = 55) and 3B (N = 60) used behavioral experimental methods and mediation analysis to further verify the positive impact of digital face beautification behavior on female emotions and happiness. The results indicate that although digital face beautification behavior widens the gap between the ideal self and the actual self, moderate digital face beautification increases positive emotions, improves feelings of engagement and control, and boosts females’ happiness.