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Instagram and body image: Motivation to conform to the “Instabod” and consequences on young male wellbeing

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  • Elena Chatzopoulou
  • Raffaele Filieri
  • Shannon Arzu Dogruyol

Abstract

The current paper explores how male Instagram users' (MIU) perceptions of body image and behavior are affected by the exposure to fitness hashtags, and the consequences on their wellbeing. For this purpose, in‐depth interviews were conducted with #fitfam MIU with different levels of engagement. Low‐engagement MIU with low body‐esteem long for the “instabod” and engage in body transformation efforts to follow the fitness trend popularized by Instagram, to emulate peers and Instagram celebrities, to gain popularity and to appear successful. Instagram community members use positive and negative reinforcements to strengthen body internalization. The body transformation effort motivates low‐engagement MIU to engage more, which has various effects on wellbeing: on one side, they feel anxious and in competition with other peers which often leads to muscle dysmorphia symptoms; on the other side, they feel more masculine with higher self‐confidence, they have higher motivation to stay fit and to eat healthily.

Suggested Citation

  • Elena Chatzopoulou & Raffaele Filieri & Shannon Arzu Dogruyol, 2020. "Instagram and body image: Motivation to conform to the “Instabod” and consequences on young male wellbeing," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(4), pages 1270-1297, December.
    • Handle: RePEc:bla:jconsa:v:54:y:2020:i:4:p:1270-1297
    DOI: 10.1111/joca.12329
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    References listed on IDEAS

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    1. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    2. Yunhwan Kim & Sunmi Lee, 2022. "#ShoutYourAbortion on Instagram: Exploring the Visual Representation of Hashtag Movement and the Public’s Responses," SAGE Open, , vol. 12(2), pages 21582440221, April.
    3. Yan, Min & Filieri, Raffaele & Raguseo, Elisabetta & Gorton, Matthew, 2021. "Mobile apps for healthy living: Factors influencing continuance intention for health apps," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    4. Laor, Tal, 2022. "My social network: Group differences in frequency of use, active use, and interactive use on Facebook, Instagram and Twitter," Technology in Society, Elsevier, vol. 68(C).
    5. Singh, Pallavi & Bala, Hillol & Dey, Bidit Lal & Filieri, Raffaele, 2022. "Enforced remote working: The impact of digital platform-induced stress and remote working experience on technology exhaustion and subjective wellbeing," Journal of Business Research, Elsevier, vol. 151(C), pages 269-286.

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