Fit for Influence A quantitative study on fitness influencers’ impact on social media users’ state self-esteem
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Purpose: This thesis aims to investigate the effect of fitness influencers on the social media
platform Instagram on users’ state self-esteem. In particular, the effects on users’ appearance,
social, and performance state self-esteem are examined for distinct body types of the fitness
influencers. Furthermore, this study aims to test a moderation effect of users’ perceived
physical condition on the relationship between exposure to fitness-related content and the
three kinds of state self-esteem.
Methodology: This study employed a quantitative method. An experiment with three
conditions was conducted through an online survey. The final sample size amounted to
n=171. To analyze the collected data, one-way and two-way ANOVAs were... (More) - Purpose: This thesis aims to investigate the effect of fitness influencers on the social media
platform Instagram on users’ state self-esteem. In particular, the effects on users’ appearance,
social, and performance state self-esteem are examined for distinct body types of the fitness
influencers. Furthermore, this study aims to test a moderation effect of users’ perceived
physical condition on the relationship between exposure to fitness-related content and the
three kinds of state self-esteem.
Methodology: This study employed a quantitative method. An experiment with three
conditions was conducted through an online survey. The final sample size amounted to
n=171. To analyze the collected data, one-way and two-way ANOVAs were used.
Findings: Exposure to fitness-related content showcasing the fit ideal body type, in contrast
to body positive physiques, did not impact respondents’ appearance, social, and performance
state self-esteem in a negative way. A moderating effect of respondents’ perceived physical
condition was only partly found for the relationship between exposure to fitness-related
content and performance state self-esteem.
Research implications: This study contributes to theory by showing that exposure to
idealized fitness content on social media does not impact users’ state self-esteem. It provides
a contradiction to existing literature on the beneficial effects of body positivity on social
media users, suggesting that previous findings may not be applicable to the context of fitness
influencers. The major practical implication indicates that, when designing advertising
campaigns, marketers’ focus should be on the aspects that resonate most with the target
audience. In the case of the fitness domain, focus should be on performance aspects rather
than social and appearance aspects.
Originality/value: Although there is a significant amount of research on the impact of social
media on body dissatisfaction, fitness influencers’ effect on social media users’ state
self-esteem, especially in relation to their perceived fitness, has not been studied before.
Additionally, body positivity within the fitness sector has not been extensively researched yet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162769
- author
- Lindenmeyer, Lisa LU and Månsson, Andrea LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- fitness influencers, state self-esteem, perceived physical condition, social comparison theory, self-discrepancy theory
- language
- English
- id
- 9162769
- date added to LUP
- 2024-06-25 13:23:13
- date last changed
- 2024-06-25 13:23:13
@misc{9162769,
abstract = {{Purpose: This thesis aims to investigate the effect of fitness influencers on the social media
platform Instagram on users’ state self-esteem. In particular, the effects on users’ appearance,
social, and performance state self-esteem are examined for distinct body types of the fitness
influencers. Furthermore, this study aims to test a moderation effect of users’ perceived
physical condition on the relationship between exposure to fitness-related content and the
three kinds of state self-esteem.
Methodology: This study employed a quantitative method. An experiment with three
conditions was conducted through an online survey. The final sample size amounted to
n=171. To analyze the collected data, one-way and two-way ANOVAs were used.
Findings: Exposure to fitness-related content showcasing the fit ideal body type, in contrast
to body positive physiques, did not impact respondents’ appearance, social, and performance
state self-esteem in a negative way. A moderating effect of respondents’ perceived physical
condition was only partly found for the relationship between exposure to fitness-related
content and performance state self-esteem.
Research implications: This study contributes to theory by showing that exposure to
idealized fitness content on social media does not impact users’ state self-esteem. It provides
a contradiction to existing literature on the beneficial effects of body positivity on social
media users, suggesting that previous findings may not be applicable to the context of fitness
influencers. The major practical implication indicates that, when designing advertising
campaigns, marketers’ focus should be on the aspects that resonate most with the target
audience. In the case of the fitness domain, focus should be on performance aspects rather
than social and appearance aspects.
Originality/value: Although there is a significant amount of research on the impact of social
media on body dissatisfaction, fitness influencers’ effect on social media users’ state
self-esteem, especially in relation to their perceived fitness, has not been studied before.
Additionally, body positivity within the fitness sector has not been extensively researched yet.}},
author = {{Lindenmeyer, Lisa and Månsson, Andrea}},
language = {{eng}},
note = {{Student Paper}},
title = {{Fit for Influence A quantitative study on fitness influencers’ impact on social media users’ state self-esteem}},
year = {{2024}},
}