JMIR Publications

ABSTRACT

Background:

Exercise identity is an important predictor for regular physical activity. There is a lack of research on the potential mechanisms or antecedents of identity development. Theories of identity in physical activity have proposed that investment, and commitment, self-referential (e.g., I am an exerciser) statements, and social activation (comparison, support) may be crucial to identity development. Social media may be a potential mechanism to shape identity.

Objective:

The objectives of this study were to 1) examine whether physical activity-related Instagram uses (i.e., the percent of physical activity-related Instagram posts, fitness-related followings, and the number of likes received on physical activity-related posts) was positively associated with exercise identity 2) evaluate whether exercise identity mediates the relationship between physical activity-related Instagram use and weekly physical activity minutes; and 3) to explore whether participants were willing to share their Instagram data with researchers to predict their lifestyle behaviors.

Methods:

Participants (18-30 years old) were asked to complete a questionnaire to evaluate their current levels of exercise identity and physical activity levels. Participants’ Instagram data for the past 12 months before the completion of the questionnaire were extracted and analyzed with their permission. Instagram posts related to physical activity in the 12 months before their assessment, the number of likes received for each physical activity-related post and verified fitness or physical activity-related followings by the participants were extracted and analyzed. Correlation analyses were used to evaluate the relationship among exercise identity, physical activity and Instagram use metrics. The PROCESS macro was used to examine whether exercise identity mediated the relationship between Instagram use variables and physical activity. Descriptive statistical analyses were used to compare the number of willing participants versus those who were not willing to share their Instagram data.

Results:

Out of the 76 participants recruited to participate, 53% (n=41) shared their Instagram data. The percent of physical activity-related Instagram (r=0.32, p<0.05) and fitness-related Instagram followings (r=0.31, p<0.05) were significantly associated with exercise identity. The average number of “likes” received (r=0.11, p>0.05) was not significantly associated with exercise identity. Exercise identity significantly mediated the relationship between Instagram usage metrics (i.e. the percentage of physical activity-related Instagram posts, verified fitness-related Instagram accounts) and physical activity level. Exercise identity did not significantly mediate the relationship between the average number of “likes” received for the physical activity-related Instagram posts and physical activity level.

Conclusions:

Our results suggest that an increase in physical activity-related Instagram posts and fitness-related followings were associated with a greater sense of exercise identity. Higher exercise identity leads to higher physical activity levels. Exercise identity was a significant mediator for physical activity-related Instagram posts and fitness-related followings on physical activity levels. These results suggest that Instagram may influence a person’s exercise identity and physical activity levels. Future intervention studies are warranted. Clinical Trial: NA