URDU TRANSLATION AND CROSS-LANGUAGE VALIDATION OF APPEARANCE RELATED SOCIAL MEDIA CONSCIOUSNESS SCALE FOR YOUNG ADULTS

Abstract

The aim of this study was to translate and validate the Appearance-Related Social Media Consciousness (ASMC) Scale into Urdu to enhance its applicability for Pakistani young adults. The translation process followed to established guidelines, including forward and backward translation, ensuring conceptual equivalence while emphasizing cultural relevance (Sousa & Rojjanasrirat, 2011). Three bilingual translators with expertise in psychology translated the scale, followed by an expert panel review to ensure cultural appropriateness and clarity. Cognitive interviews were conducted with participants to identify any misunderstandings or ambiguities in the items (Conrad & Blair, 1996). The final Urdu version was administered to 200 young unmarried women, assessing its psychometric properties. Reliability was confirmed with a Cronbach's alpha of .93, indicating high internal consistency (George & Mallery, 2010). Confirmatory factor analysis supported the scale's validity, revealing satisfactory fit indices after model modifications (GFI = .90, RMSEA = .06). Correlational analyses demonstrated significant relationships between appearance-related self-esteem, social self-esteem, and appearance-related social media consciousness, supporting the construct validity of the translated scale. These findings underscore the utility of the Urdu ASMC Scale as a reliable and valid instrument for assessing appearance-related concerns in the context of social media among Pakistani young adults.