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Abstract

The interplay of body image and fitness culture in the age of social media is examined by means of a cross-sectional survey design. The aim was to examine how digital media influences body image, fitness engagement, and related psychosocial variables. A structural questionnaire was used for 450 university students (18–30 years old) composed of validated scales: Rosenberg Self-Esteem Scale, International Physical Activity Questionnaire (IPAQ), and WHO-5 Wellbeing Index. Descriptive statistics, regression models, and thematic analysis of open ended responses were used in the analyses. Results showed a significant association between greater social media engagement and body dissatisfaction (β =. 34, p <. 01), more involvement in appearance-motivated fitness behaviors (χ² = 12. 05), and lower self-esteem (M = 18.7, SD = 4.3). Results indicated that social media will both drive fitness participation and negatively increase body dissatisfaction. There is an urgent demand for media literacy initiatives, body image positive campaigns and also multifaceted approaches in public health programmes that are rooted in a psychosocial analysis. This study adds to an emergent body of literature by providing emprical evidence on how modern-day social media transforms fitness culture.