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

E. Chatzopoulou, R. Filieri () and S. Arzu Dogruyol
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R. Filieri: Audencia Business School

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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.

Keywords: Instagram; wellbeing; body image; male consumer (search for similar items in EconPapers)
Date: 2020-12
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Published in Journal of Consumer Affairs, 2020, ⟨https://doi.org/10.1111/joca.12329⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04779108

DOI: 10.1111/joca.12329

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