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Beyond muscles and likes: how fitness Influencers' content shapes behavioral intentions
Autores
Resumo(s)
This thesis explores how Instagram fitness influencers affect users’ behavioral
intentions through content focused on either healthy recipes or workout routines. While prior
research has examined general influencer impact, the distinct effects of these two content
types on behavioral intention to use, intention to recommend the account and to follow the
advice, remain underexplored. This study addresses that gap by analyzing how perceived
authenticity and credibility mediate this relationship and whether age moderates the effect.
Using a quantitative experimental design, a total of four hundred fourteen (414) responses
were collected, from which one hundred ninety-five (195) valid participants were randomly
exposed to an Instagram post featuring either a healthy recipe or a workout routine by the
same influencer. Data analysis was conducted through independent t-tests, PROCESS macro
for mediation, and one-way ANOVA for moderation. Results revealed that healthy recipe
content had a significantly stronger impact across all three behavioral intentions. Both
perceived authenticity and credibility were confirmed as mediating variables. Although age
moderated some relationships, its effect was not retained in the final model due to the
overrepresentation of Generation Z (91.3%).This research contributes to the fields of digital
health communication and influencer marketing by demonstrating that not all fitness content
has the same persuasive power, as workout routines are less impactful than healthy recipes,
likely because recipes are perceived as more practical, relatable, and easier to implement in
daily life. It highlights the importance of authenticity and credibility in enhancing engagement
and behavioral response, particularly through recipe-based content. The findings provide
strategic insights for influencers, public health communicators, and marketers aiming to foster
healthier behaviors through social media.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Fitness Influencers Instagram Content Healthy Recipes Workout Routines Behavioral Intention to Use Intention to Recommend the Account Intention to Follow the Advice SDG 3 - Good health and well-being SDG 4 - Quality education SDG 8 - Decent work and economic growth