Publicação
Beyond muscles and likes: how fitness Influencers' content shapes behavioral intentions
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Soares, Raquel Vanessa Reis Silva Ferreira | |
| dc.contributor.advisor | Barcellos, Márcia Dutra de | |
| dc.contributor.author | Mateus, Madalena Maria Miranda | |
| dc.date.accessioned | 2025-11-17T14:21:29Z | |
| dc.date.embargo | 2028-10-31 | |
| dc.date.issued | 2025-10-31 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 204073774 | |
| dc.identifier.uri | http://hdl.handle.net/10362/190859 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Fitness Influencers | pt_PT |
| dc.subject | pt_PT | |
| dc.subject | Content | pt_PT |
| dc.subject | Healthy Recipes | pt_PT |
| dc.subject | Workout Routines | pt_PT |
| dc.subject | Behavioral Intention to Use | pt_PT |
| dc.subject | Intention to Recommend the Account | pt_PT |
| dc.subject | Intention to Follow the Advice | pt_PT |
| dc.subject | SDG 3 - Good health and well-being | pt_PT |
| dc.subject | SDG 4 - Quality education | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.title | Beyond muscles and likes: how fitness Influencers' content shapes behavioral intentions | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Intelligence | pt_PT |