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Social media can effectively promote physical activity, but the best types of content for this purpose remain unclear. This research aimed to identify factors that drive social media engagement in physical activity (SME-PA) and determine the most effective content for promoting these behaviors. Using quasi-experimental and experimental studies, it was found that high information availability, strong social ties, trust, and opportunity-seeking are crucial for SME-PA. Engagement was linked to intentions to improve fitness, with factors like physical benefits and the gender of individuals in photos being influential. The study offers several recommendations for optimizing social media content to enhance physical activity promotion.
Sedentary lifestyles present a major global health challenge. In the UK, nearly 40% of the population is not sufficiently active, contributing to significant health and economic costs. Regular physical activity can protect against numerous chronic diseases, making its promotion a key public health priority with a global goal to reduce inactivity by 15% by 2030.
The rise of communication technologies, particularly social media, offers new avenues for disseminating health information and encouraging physical activity. Platforms like Facebook, Instagram, and YouTube have a vast user base, making them potential tools for promoting healthier lifestyles. Despite the promise, the effectiveness of social media in changing health behaviors remains inconclusive. Studies show mixed results on whether social media can effectively promote physical activity, and there is limited research on social media engagement related to physical activity (SME-PA).
Social media’s broad reach and frequent use present unique opportunities for health interventions. Health professionals consider social media more effective than traditional media in spreading health information. The COVID-19 pandemic has further amplified the role of social media in promoting physical activity. However, a deeper understanding of how social media content influences physical activity behavior is needed.
This research aims to explore the variables that drive SME-PA and the characteristics of effective social media content. The study comprises two empirical investigations. The first uses a quasi-experimental design and Qualitative Comparative Analysis (QCA) to examine how different variables interact to influence SME-PA. QCA is well-suited for analyzing complex phenomena by evaluating multiple configurations of conditions that lead to an outcome.
The second study focuses on the impact of specific elements of social media content, such as images and text, on user attitudes and behaviors. This experimental approach aims to identify which types of content are most effective in promoting physical activity. By understanding these dynamics, the research seeks to enhance the effectiveness of social media as a tool for health promotion.
Social media has been shown to positively impact users’ intentions to engage in physical activity by providing engaging content and information about fitness. Research indicates that social media platforms like YouTube, Facebook, Instagram, and Twitter can motivate users to exercise through various types of content and influencer engagement.
For example, YouTube fitness videos and social interactions motivate active users, while entertainment content attracts non-exercisers (Sokolova & Perez, 2021). The trustworthiness and attractiveness of influencers on YouTube can also boost physical activity levels (Durau et al., 2022). On Facebook, positive messages have been shown to reduce sedentary behavior and increase physical activity and satisfaction (Joseph et al., 2015).
Instagram’s fitness-related images, especially those involving attractive models, enhance users’ motivation to exercise through upward comparisons (Peng et al., 2019). Instagram influencers have also been found to improve exercise self-efficacy among Indian college students and moderate physical activity among U.S. residents (Chaudhary & Dhillon, 2022; Tricás-Vidal et al., 2022).
Johnston and Davis (2019) found that individual-based posts on Instagram and Twitter are more motivating than company-based posts, though company posts with images still outperform those without. Gao et al. (2021) highlighted the importance of content quality, interaction, and opinions in enhancing perceived value and intentions to improve fitness.
Despite these positive findings, there are gaps in the research, particularly regarding the impact of diverse body types and motivations behind exercise images (Nuss et al., 2024). Most studies focus on young people and idealized body types, neglecting the potential benefits of promoting body positivity and understanding intrinsic versus extrinsic motives for physical activity.
Social media platforms have revolutionized customer-business interactions, enhancing digital sharing and participation (Trunfio & Rossi, 2021). The success of marketing campaigns is heavily influenced by user interactions on these platforms (Lim and Rasul, 2022; Vander Schee et al., 2020). In sports marketing, engagement is crucial for sponsorships (Naraine et al., 2022). More research is needed to understand social media engagement behaviors (Cao et al., 2021). Hollebeek (2011) defines customer engagement as a motivational state linked to brand context, while Chahal and Rani (2017) view social media brand engagement as consumer participation in brand-building activities, comprising informational and personal interests. Effective engagement can enhance satisfaction, loyalty, and trust (Schivinski et al., 2016). Social media offers cost-effective engagement opportunities for businesses and startups (Rudeloff et al., 2022). While social media can connect global organizations with sports fans, not all post information positively influences engagement (Zhang et al., 2023). Thus, it’s crucial to explore the types of information that best foster engagement in physical activity content on social media.
Uses and Gratifications Theory (UGT) is valuable for understanding social media use as it emphasizes the active role of users in media selection, aiming to fulfill specific needs (Whiting & Williams, 2013). Unlike other theories that view users as passive, UGT highlights their control over media consumption (Ku et al., 2013). Users choose media based on perceived benefits like information, relaxation, and social connections (Ko et al., 2005). This theory effectively explains social media engagement due to its focus on user choice and interaction (Dolan et al., 2016). Katz et al. (1973) categorized five needs satisfied by media: cognitive, affective, personal identity, social integration, and escapism. This study primarily analyzes cognitive needs and social integration in the first part, and escapism and personal identity needs in the second.
The “fitspiration” movement on social media has surged in recent decades, aiming to inspire healthier lifestyles through exercise and healthy eating. With over 73.3 million posts under the hashtag #fitspiration on Instagram, this content has the potential to positively influence both women and men by encouraging physical activity. However, it’s challenging to determine the most effective messages to truly motivate users. Studies have shown that fitspiration content often fails to produce the desired motivational effects, possibly due to the portrayal of idealized, unattainable body images.
Social Comparison Theory (SCT) explains that individuals assess their success and abilities by comparing themselves with others, including physical appearance. This comparison can negatively impact body image, especially when users see images of people with idealized physiques. Consequently, it’s crucial to understand whether such images motivate or deter physical activity intentions.
Self-congruence theory posits that consumers prefer brands that align with their self-concept, leading to more favorable attitudes and higher engagement. This theory suggests that congruence between social media content and users’ self-image can foster trust and engagement, which are linked to changes in physical activity.
In sports marketing, congruence has been shown to enhance users’ loyalty and purchase intentions. However, few studies have focused on the congruence of social media photos and information promoting physical activity. This research explores how marketing messages on social media, based on UGT, congruence theory, and SCT, affect user engagement and intentions to improve fitness, highlighting the significance of these variables in promoting physical activity through social media.
This paper consists of two studies examining factors influencing social media engagement in physical activity (SME-PA) and its effect on the intention to change physical activity behavior in the UK. The first study uses Uses and Gratifications Theory (UGT) and trust in social media information, employing a QCA methodology to explore variables affecting SME-PA levels. It also investigates the relationships between SME-PA, current physical activity, and the intention to improve it. The second study builds on these findings, exploring the impact of specific social media content on promoting SME-PA and intentions to enhance physical activity. Using a 3 × 3 experimental design, it examines the influence of photo type (gender and physical shape) and text type (intrinsic vs. extrinsic benefits) on engagement.
Promoting physical activity and reducing sedentary lifestyles is a significant challenge for modern society (WHO, 2018). The advent of technology and social media has transformed communication, with brands showing social media’s potential to positively influence perceptions and purchasing intent (Majeed et al., 2022; Yoong & Lian, 2019). However, the impact of social media on physical activity habits remains underexplored (Laranjo et al., 2015). This study aims to understand factors that drive social media engagement in physical activity, potentially leading to behavior changes and improved fitness. It also seeks to identify the characteristics of effective social media content promoting physical activity among UK users.
The findings indicate that no single strategy guarantees social media engagement for physical activity; strategies must vary, aligning with the Uses and Gratifications Theory (UGT), which highlights the importance of information availability (Calder et al., 2009; Rohm et al., 2013). Organizations should enhance access to information on physical activity, providing useful tips, services, and content that adds value and meets user preferences (Malthouse et al., 2013). Information must be perceived as reliable and substantial to influence user behavior (Zha et al., 2018), with scientific evidence backing the information to build trust (Ayaburi & Treku, 2020; Kamboj et al., 2018).
High engagement levels are also driven by perceived opportunities related to physical activity on social media and incentives like promotions and discounts (Azar et al., 2016). Social interaction and community involvement are crucial, as peer motivation significantly predicts social media engagement (Bagozzi & Dholakia, 2002; Chahal & Rani, 2017). Group activities, challenges, and live events can foster this interaction (Edney et al., 2018).
For a significant impact, social media content should align with user needs and preferences. Photos and text should be congruent with users’ self-concept, featuring relatable individuals to promote fitness intentions (Effing & Spil, 2016; Fleck & Quester, 2007). Avoiding idealized body images that demotivate users is essential, as these may not lead to the desired engagement (Durau et al., 2022; Peng et al., 2019). Instead, intrinsic motivational messages related to well-being should accompany images to enhance the promotion of physical activity (Northcott et al., 2021).
In conclusion, managing physical activity-related information on social media effectively is crucial for positively influencing behavior change, requiring strategies tailored to user preferences and reliable, valuable content to foster engagement and motivation.
This research enhances our understanding of the intersection between information systems and social media marketing, specifically for promoting physical activity. The study reveals that increased engagement with physical activity content on social media is driven by various factors, particularly trust in the information. It challenges the idea of a single user profile, highlighting a diverse range of profiles that require tailored content to effectively encourage participation in physical activities. The findings emphasize that content featuring diverse body types and focusing on the intrinsic benefits of physical activity, especially when gender-aligned with the user, resonates more effectively. Understanding these diverse profiles is crucial for crafting impactful content that fosters user engagement and promotes physical fitness.
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