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Lookup NU author(s): Dr Elena Chatzopoulou, Professor Raffaele Filieri
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© 2020 The Authors. Journal of Consumer Affairs published by Wiley Periodicals LLC on behalf of American Council on Consumer Interests. 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.
Author(s): Chatzopoulou E, Filieri R, Dogruyol SA
Publication type: Article
Publication status: Published
Journal: Journal of Consumer Affairs
Year: 2020
Volume: 54
Issue: 4
Pages: 1270-1297
Print publication date: 01/12/2020
Online publication date: 13/07/2020
Acceptance date: 13/07/2020
ISSN (print): 0022-0078
ISSN (electronic): 1745-6606
Publisher: Wiley-Blackwell Publishing, Inc.
URL: https://doi.org/10.1111/joca.12329
DOI: 10.1111/joca.12329
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