University of Twente Student Theses


The effect of Exposure to Fitspiration TikTok Videos on Consumer Well-being

Scholtens, A.X.M. (2023) The effect of Exposure to Fitspiration TikTok Videos on Consumer Well-being.

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Abstract:In today’s world, physical inactivity is a serious concern. “Fitspiration” content on social media may have an impact on the behaviour of the consumer. A self-reporting online survey (n = 114) was conducted to investigate the differences between how men and women’s attitudes, norms, intentions, and exercise behaviour are influenced by being exposed to Fitspiration content on TikTok. Using the Theory of Planned Behaviour (TPB) the results show that being exposed to Fitspiration TikTok videos did not directly impact one’s exercise behaviour. However, exposure to Fitspiration affected men’s subjective norms, whereas both exercise attitudes and subjective norms of women were impacted by viewing such content. These findings might suggest that men may be less susceptible to the impact of social media when it comes to engaging in physical activity. Furthermore, attitudes toward exercising impacted exercise intentions in both men and women, while subjective norms also significantly impacted exercise intention in women. Additionally, exercise intention was found to significantly predict exercise frequency in both men and women. These findings contribute to a better understanding of the role of social media in shaping exercise behaviour and highlight the importance of considering gender differences in future interventions and campaigns promoting physical activity.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Programme:Business Administration BSc (50645)
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