The influence of social media on achieving individuals’
fitness goals: perceptions and expectations.
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INDEX
CHAPTER 1: INTRODUCTION
1.1 Background
1.2 What is Fitness?
1.3 Why Fitness?
1.4 Digging Deeper into ‘Fitness Goals’
1.5 Understanding Content Consumption
1.6 Problem Statement
1.7 Operational Definitions
1.8 Research Objectives
CHAPTER 2: REVIEW OF LITERATURE
2.1 Literature Review
2.2 Theoretical Framework
2.3 Research Gap
CHAPTER 3: METHODOLOGY
3.1 Rationale of the Study
3.2 Research Design
3.3 Data Collection
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CHAPTER 1
INTRODUCTION
We all know by now how social media impacts our daily choices. In today's digitally driven world,
social media platforms have evolved beyond their original aim of simple social interaction to become
powerful tools for shaping individual behaviors, particularly in the realm of fitness and wellness.
With an overwhelming supply of fitness influencers, workout videos, and motivating content,
platforms such as Instagram, YouTube, and TikTok are increasingly impacting how people see and
achieve their fitness objectives. This transformation affects not only personal health regimens, but
also societal standards surrounding body image and wellbeing, ushering in a new era in which the
pursuit of fitness is frequently tailored for public consumption.
Understanding the influence of these platforms on fitness perceptions and expectations is important
in comprehending the broader impact of social media on personal well-being.
Social media platforms have now become an obsession for people; 59 % of the world's population
uses them, with two-thirds of the world's population now social media dependent (Ortiz-Ospina and
Roser, 2023). Studies conducted by Marciano and Camerini (2022), Gori and Topino (2023) and De
Doncker and McLean (2022) convincingly document that social media addiction is now common
and is leading to mental health distortions, enhancing psychological issues, and affecting people's
well-being regardless of the “users' ages” and the type of economy in which the users are residing
(Saputri et al., 2023).
1.1 WHAT IS FITNESS?
“Fitness is broadly defined as a state of health and well-being that allows an individual to perform
daily activities, sports, and occupations effectively. It encompasses physical capabilities such as
cardiovascular endurance, muscle strength, flexibility, and body composition” (Caspersen, Powell, &
Christenson, 1985).
Reference: Caspersen, C. J., Powell, K. E., & Christenson, G. M. (1985). Physical activity, exercise,
and physical fitness: Definitions and distinctions for health-related research. Public Health Reports,
100(2), 126-131.
In simpler terms, fitness is about having the physical ability and energy to do the things you need and
want to do every day, from working and playing sports to simply moving around and staying healthy.
It’s not just about being strong or fast, but also about having a balanced body that can handle
different activities with ease.
add another paragraph.
1.2 WHY FITNESS?
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Greg Glassman, founder of CrossFit, delves into the essential question, “Why be fit?” He suggests
that while many people publicly claim they want to be fit to live long and healthy lives, deeper
motivations often include more personal desires, such as physical appearance and attracting others.
Glassman argues that fitness should not be viewed merely as a path to longevity but as a means of
enhancing quality of life. Fitness, in this context, is about consciously and deliberately reaching one's
full potential, improving both mental and physical capacities.
Glassman emphasizes that fitness is central to self-actualization and personal growth. He describes
how the "transference effect" of physical training, where lessons learned in the gym translate to other
areas of life, plays a critical role in this process. For CrossFitters, fitness is about more than just
extending life; it's about enriching life by developing virtues like courage, perseverance, and
discipline, making it a vital part of the human experience.
Glassman, G. (2002). What is fitness? CrossFit Journal, 1-11.
1.3 UNDERSTANDING ‘FITNESS GOALS’
Fitness goals are specific, measurable outcomes that individuals aim to achieve through regular
exercise and physical activity. These goals can vary widely, ranging from improving cardiovascular
health, increasing muscle strength, and enhancing flexibility, to weight loss, body composition
changes, or even achieving a certain level of athletic performance. Setting clear fitness goals
provides direction and motivation, helping individuals tailor their exercise routines to meet their
personal needs and preferences. According to Locke and Latham (2002), clearly defined goals are
more likely to lead to higher performance and sustained effort. Similarly, Weinberg (2010)
emphasizes that setting realistic and attainable fitness goals is crucial for maintaining motivation and
preventing burnout.
References:
- Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task
motivation: A 35-year odyssey. American Psychologist, 57 (9), 705-717.
- Weinberg, R. S. (2010). Goal setting in sport and exercise: Research and practical applications.
Revista de Psicología del Deporte, 19(2), 289-301.
Scott Going and Dan Williams explore the concept of fitness standards, examining how they are
established and their importance in evaluating physical health and performance. The authors discuss
the variability in fitness levels across different populations and the challenges in creating universally
applicable standards. They emphasize that fitness standards should be flexible and individualized,
taking into account factors such as age, gender, and personal goals. The paper also highlights the role
of fitness assessments in promoting health, guiding exercise prescriptions, and tracking progress over
time.
Going, S., & Williams, D. (1989). Understanding Fitness Standards. Journal of Physical Education,
Recreation & Dance, 60(6), 34–38. https://doi.org/10.1080/07303084.1989.10604478
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1.4 ROLE OF SOCIAL MEDIA
The influence of social media on an individual's fitness goals has been a topic of interest in recent
years, with research focusing on the impact of fitness-related content on users' attitudes, behaviour,
and motivation. add more details here.
Social media has a tremendous impact on fitness objectives by offering motivation, information, and
community support. However, it might skew views and create false expectations. Glossy
photographs and filtered progress photos can lead to comparison and unhappiness, and influencers
frequently encourage quick solutions and false improvements. This dynamic causes pressure to meet
impossible expectations, which undermines confidence and drive. Thus, while social media inspires
many people to pursue fitness objectives, it also necessitates critical thinking in order to maintain
realistic expectations and long-term journeys. Balancing motivation with self-awareness is essential
for handling social media's influence on fitness beliefs and aspirations.
1.5 DIGGING DEEPER INTO THE INFLUENCE OF SOCIAL MEDIA
1.6 UNDERSTANDING CONTENT CONSUMPTION
1.7 PROBLEM STATEMENT
1.8 OPERATIONAL DEFINITIONS
1. Social Media
Social media refers to a computer-based technology that acts as an online forum where users,
whether individuals, groups or companies, can share content in various formats. Social media
is usually accessed by a consumer through a smartphone, tablet, laptop or a computer.
2. Short term content
3. Long term content
4. Content Marketing
5. Consumer
6. Consumer Retention
7. App
a) Instagram
i) Instagram reels
b) YouTube
i) YouTube Shorts
c) TikTok
1.9 RESEARCH OBJECTIVES
According to the literature review and the research gaps that I found, the following are the objectives
and focus points of my research paper:
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1. Understanding the impact of social media on fitness objectives provides insight into how
digital platforms influence societal health trends.
2. Investigating social media's impact on fitness perceptions helps to manage unrealistic
expectations and promote realistic goals.
3. Examining social media's function can help us understand how it promotes exercise routines,
nutritional choices, and general wellness behaviours.
4. Understanding these processes has a greater impact on public health policies, including
mental health and actions.
5. The findings guide the establishment of educational programmes to promote balanced
perspectives on exercise and health.
6. Studying this issue might help create positive body image and encourage healthy behaviours
in the midst of widespread digital media use.
7. Research findings help to inform the development of interventions aimed at minimising
negative consequences and boosting well-being in digital-centric societies.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 LITERATURE REVIEW
The influence of social media on an individual's fitness goals has been a topic of interest in recent
years, with research focusing on the impact of fitness-related content on users' attitudes, behaviour,
and motivation. This literature review aims to synthesise and evaluate the findings of eight research
papers on this topic, highlighting the theories, methodology, arguments, and success/unsuccess rates
of the studies.
One study analysed the content and themes of #fitspiration images on social media, finding that
exposure to such content can result in increased body dissatisfaction (Deighton-Smith & Bell, 2018).
The images often feature individuals with low body fat and muscular physiques, perpetuating
sociocultural appearance ideals and objectifying the fit body. The text accompanying the images
reinforces these ideals, emphasising commitment, self-regulation, and the distancing of the self from
internal bodily functions in physical activity settings.
Another study compared the content and themes of #fitspiration posts from 2014 and 2021, finding
that while the overall messaging remains similar, there is a shift towards more exercise-related
content and less emphasis on diet (Bell, Talbot, & Deighton-Smith, 2024). However, the
objectification of the fit body and the construction of thin and muscular bodies as the desired end-
goal of fitness remain prevalent.
Research has also examined the impact of viewing fitspiration content on users' body image and
exercise behaviour. One study found that brief exposure to fitspiration content increases body
dissatisfaction and negative affect among young women, but does not motivate increased exercise
behaviour (Robinson et al., 2017). Another study found that women who post and engage with
fitspiration tend to report higher scores on measures of disordered eating and compulsive exercise
(Holland & Tiggemann, 2017).
The power of social media to reach health-related goals has also been investigated, with studies
finding that social networking sites (SNS) provide individuals with a virtual community where they
can find encouragement, support, and motivation to consume a healthy diet and engage in physical
activity (Papacharissi, 2010). SNS can help individuals share their success stories, which in turn can
motivate others to achieve similar goals.
Knowledge on how best to use social media to promote physical activity behaviors is still limited
(Tate et al., 2015)
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The paper titled "Supporting Meaningful Personal Fitness: The Tracker Goal Evolution Model"
explores how fitness tracker goals evolve over time and their impact on long-term user engagement.
The authors conducted semi-structured interviews and an online survey to understand how users'
tracking goals change. They developed the Tracker Goal Evolution Model, which explains the
progression of goals from internal needs to qualitative and quantitative goals that can be tracked. The
model also emphasizes the importance of trust and reflection in facilitating meaningful transitions
between goals. The authors suggest that aligning tracker goals with broader personal fitness goals is
essential for sustained engagement. This model serves as a valuable tool for designers to create more
meaningful and adaptive fitness trackers. (Niess, J., & Woźniak, P. W. 2018).
Another paper titled "Social Comparison of Fitness Social Media Postings by Fitness App Users" by
Hyung-Min Kim explores how social comparison through fitness-related social media impacts
fitness app users' self-efficacy, motivation, and participation in physical activities (PA) (Kim, H.-M.
2022). Drawing on social comparison theory, the study found that upward social comparison
(comparing oneself to those with superior abilities) enhances self-efficacy, leading to increased
motivation and participation in PA. Conversely, downward social comparison (comparing oneself to
those with lesser abilities) diminishes self-efficacy. The research suggests that to improve fitness
outcomes, individuals should engage in upward comparisons. The findings have implications for
fitness practitioners and app developers, who should encourage users to compare themselves with
high performers to boost motivation and participation in fitness activities.
The role of social media fitness influencers in motivating users to exercise has also been studied,
with research finding that influencer characteristics such as trustworthiness, expertise, and
attractiveness are important for the influencer's evaluation (Ridout, Campbell, & Johnson, 2019).
The perceived motivating power of the influencer is also a key variable that predicts intentions to
exercise.
Overall, the literature suggests that social media can have both positive and negative effects on
individuals' fitness goals. While social media can provide a platform for motivation, support, and
community, it can also perpetuate harmful sociocultural appearance ideals and contribute to body
dissatisfaction and disordered eating. As a result, it is vital to approach social media fitness content
with caution and assess its possible impact on one's mental and physical health.
In terms of my own research, I'm interested in investigating the role of social media in encouraging
healthy living behaviours, particularly among young individuals. My goal is to explore the elements
that influence the success or failure of social media-based health interventions, as well as to establish
best practices for planning and implementing such interventions. Building on prior research findings,
I intend to contribute to a deeper understanding of the possible benefits and hazards of using social
media for health promotion.
2.2 THEORITICAL FRAMEWORK
a. Social Cognitive Theory
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Theoretical models are utilized to explain in the detail the mechanism of the linkages between social
media, content consumption and expectations and perception of fitness. However, the social
cognitive theory of Bandura which was developed in (Bandura, 1986) is the most popular approach
that has been used to explain the influence of social media on behavior by highlighting the role of
self-regulation and observational learning.
b. Theory of Planned Behavior
Among other factors, the Theory of Planned Behavior depending on attitude, subjective norms, and
perceived behavioral control is used by the marketers to understand consumers intention and
behavior in their destination or product choice (Ajzen, 1991).
c. Media Influence
Previous studies have shown that media influence the opinion of the audience as well as their
attitudes and behavior. This influence could come directly from exposure to the information
provided, but also indirectly where opinions could be modified or reinforced via opinion leaders and
social interactions (Bandura, 2001). To cite a few examples, the effect on smoking
behavior, aggressive behavior and eating disorders were linked to media consumption in the
literature by Wakefield et al. (2003); Bushman (1998); Bair et al. (2012).
The earlier media-effect model saw the audience as passive consumers of the media that simply
absorb the media content (Fleur, 1956). Later, the active-audience theory suggested that the audience
actively chose the information to process, based on their own ideas and beliefs (Seaman, 1992). This
way, media would be seen as means to reinforce the beliefs and behavior rather than to modify them.
The activeness of the audience is also highlighted by the selective exposure theory which suggests
that consumers would process the media content based on their pre-existing attitudes and beliefs. The
Uses and Gratification theory suggests that users chose the media to satisfy their needs and to obtain
gratifications; the influence of media is limited by the viewer's choice (Rubin and McHugh, 1987).
Previous literature shows that exposure to the thin “ideals” often depicted in traditional and social
media can negatively affect the body image of the viewers, decrease their self-esteem and level of
satisfaction with their own body (Grabe et al., 2008; Thompson, 2004; Bair et al., 2012; Festinger,
1954; Vartanian and Dey, 2013; Rodgers et al., 2011; van den Berg et al., 2007). However, social
comparison and self-evaluation could generate intentions to progress if the goal seem achievable.
Thus, the achievement of top athletes often inspires people to get involved in sport, but the perceived
gap in the expertise between a professional athlete and a viewer could discourage that behavior
(Funk and James, 2001). Contrary to professional athletes, the audience perceive influencers as peers
and could relate to them (Colliander and Dahlén, 2011; Kleemans et al., 2018). Therefore, the
positive results of fitness shown by an influencer could be seen as “attainable” and motivating.
2.3 RESEARCH GAP
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a) Lack of comprehensive studies
Although the current studies give the necessary information the connections between the
social media, consumer behavior and the food-related decisions are still need to be elaborated
more. One of the impactful constraints is just the deficiency of totally comprehensive studies
that take into consideration the holistic interactions among these factors, as the most
overlooked research included are the specific ones or just the relationships (Wilcox &
Stephen, 2013).
b) Methodological limitations
As research studies recruited self-reporting technique, used small samples, and took cross-
sectional approach, researchers noted the importance of being more rigorous and longitudinal
(Vartanian, Trewartha, Grisham & Jackson, 2018).
c) Need for further exploration of underlying mechanisms
They also have recommended to delve more in the mechanism and the process, at the same
time that is active, to determine the relation among social media exposure, consumer
behavior, and fitness lifestyle.
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CHAPTER 3
METHODOLOGY
3.1 RATIONALE OF THE STUDY
3.3 RESEARCH DESIGN
This research study is carried out with the help of quantitative methodology.
Quantitative Research
Advantages of Quantitative Research
Types of Primary Quantitative Research Methods
1. Survey Research
2. Correlation Research
3. Experimental Research
4. Casual Comparative Research
Survey Research
Advantages of Survey Research
Sampling
3.4 SAMPLE AND DATA COLLECTION
The adult population with social media usage of at least 18 years and older will be the target ones for
this study. The sampling design that will be employed is convenience and participants will be
recruited through several social media and online channels. (Dusek et al., 2015).
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Sample design
Sample and Data Collection
Target Population:
Gen Z: Gen Z is the name for that of the demographic cohort which was born between 1997 and
2012 (Dimock, 2019). Youth in this age category comes after the Millennials and is largely known
for their early introduction into online platforms, social networking, and the internet. The reason for
focusing on Gen Z is their orientation towards technology, high mobility and continuous interaction,
which makes them a special group of people to study the influence of social media on individuals’
fitness goals along with their expectations and perceptions.
Data Collection:
Data is going to be collected via questionnaires prepared using Google Forms online service. The
survey will approximately take 5-10 minutes and should be easily completed online. The first session
of the online will have participant information , which describes the study in detail, and each
participant will give their consent to partake in the study online. To protect the respondent's privacy,
additionally, among the participant information sheet, the confidentiality statement is to be included
there. It is advisable to note that participation in the survey is voluntary. To maintain confidentiality
each participant will be identified by the code.
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