University of Twente Student Theses
Shaping Perceptions : The Intersection of Body-Positive Content and Social Media Literacy in Digital Marketing
Mescheritzki, J. (2024) Shaping Perceptions : The Intersection of Body-Positive Content and Social Media Literacy in Digital Marketing.
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| Abstract: | This research explores how body-positive comments and active participation on social networking sites (SNS) influence users' body image and marketing responses, focusing on the moderating role of social media literacy (SML). A between-subjects experimental design with 293 participants involved passive or active engagement with branded Instagram content featuring neutral or body-positive comments. Quantitative and qualitative methods were used to assess body image, marketing responses, and SML. The results show that body-positive comments improve purchasing attitudes on SNS, and active participation boosts body image in users with high SML. However, no direct link was found between active participation and marketing responses, and unexpectedly, active participation negatively impacted body image among English-speaking participants. SML significantly influenced how users interpreted and engaged with content. The findings suggest that SML training could enhance users' engagement with body-positive content, promoting healthier body image and more effective marketing. Marketers and educators are encouraged to incorporate SML into strategies to foster healthier SNS use. This study adds to the growing literature on digital marketing, SML, and body image, offering insights into optimizing SNS content to improve user well-being and engagement. Future research should further explore SML’s moderating role in SNS interactions. |
| Item Type: | Essay (Master) |
| Clients: | Unknown organization, Netherlands |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/103808 |
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