DefinePK

Abstract

This quantitative study explores the influence of Instagram fitness influencers on exercise and nutrition behaviours among female university students, with Uses and Gratifications Theory as the theoretical framework. Simple random sampling technique was used, and a survey was administered to 392 students at two women-only universities in Lahore, Pakistan. Results indicate that Instagram fitness influencers significantly influenced students’ knowledge of fitness and nutrition, motivation to change their workout, and use of dietary tips. Social interactions, such as peer testimonials, provided additional motivation. Collectively, the results seemed to suggest that social media is considered a credible source for health advice and support, however, there are some concerns regarding body image for young women.