The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram

Diego Aguilar; Francisco Arbaiza

doi:10.23919/CISTI52073.2021.9476251

The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram

Diego Aguilar
, Francisco Arbaiza

Faculty of communication

Universidad Peruana de Ciencias Aplicadas

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

12 Scopus citations

Abstract

Fitness influencers have become the most used advertising resource by the fitness industry to generate brand credibility through Instagram; social network that has established itself as the most convenient showcase to promote a healthy lifestyle based on exercise and balanced eating. The objective of this research was to identify the role that fitness influencers play in building brand credibility for young men, beginners or intermediate in some fitness discipline, through distorted imaginary of healthy life on Instagram. The methodology used for this study was qualitative, exploratory type. The results revealed that fitness influencers act as facilitators of brand credibility despite promoting a social imaginary where having a low percentage of body fat and a prominent muscle mass, driven by the abuse of synthetic substances, is a reflection of leading a healthy life.

Original language	English
Title of host publication	Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies
Editors	Alvaro Rocha, Ramiro Goncalves, Francisco Garcia Penalvo, Jose Martins
Publisher	IEEE Computer Society
ISBN (Electronic)	9789895465910
DOIs	https://doi.org/10.23919/CISTI52073.2021.9476251
State	Published - 23 Jun 2021
Event	16th Iberian Conference on Information Systems and Technologies, CISTI 2021 - Chaves, Portugal Duration: 23 Jun 2021 → 26 Jun 2021

Publication series

Name	Iberian Conference on Information Systems and Technologies, CISTI
ISSN (Print)	2166-0727
ISSN (Electronic)	2166-0735

Conference

Conference	16th Iberian Conference on Information Systems and Technologies, CISTI 2021
Country/Territory	Portugal
City	Chaves
Period	23/06/21 → 26/06/21

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

Keywords

Brand Credibility
Fitness
Healt Influencer Marketing
Social Imaginarie
Social Media

Access to Document

10.23919/CISTI52073.2021.9476251

Cite this

Aguilar, D., & Arbaiza, F. (2021). The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram. In A. Rocha, R. Goncalves, F. G. Penalvo, & J. Martins (Eds.), Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies (Iberian Conference on Information Systems and Technologies, CISTI). IEEE Computer Society. https://doi.org/10.23919/CISTI52073.2021.9476251

Aguilar, Diego ; Arbaiza, Francisco. / The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram. Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. editor / Alvaro Rocha ; Ramiro Goncalves ; Francisco Garcia Penalvo ; Jose Martins. IEEE Computer Society, 2021. (Iberian Conference on Information Systems and Technologies, CISTI).

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title = "The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram",

abstract = "Fitness influencers have become the most used advertising resource by the fitness industry to generate brand credibility through Instagram; social network that has established itself as the most convenient showcase to promote a healthy lifestyle based on exercise and balanced eating. The objective of this research was to identify the role that fitness influencers play in building brand credibility for young men, beginners or intermediate in some fitness discipline, through distorted imaginary of healthy life on Instagram. The methodology used for this study was qualitative, exploratory type. The results revealed that fitness influencers act as facilitators of brand credibility despite promoting a social imaginary where having a low percentage of body fat and a prominent muscle mass, driven by the abuse of synthetic substances, is a reflection of leading a healthy life.",

keywords = "Brand Credibility, Fitness, Healt Influencer Marketing, Social Imaginarie, Social Media",

author = "Diego Aguilar and Francisco Arbaiza",

note = "Publisher Copyright: {\textcopyright} 2021 AISTI.; 16th Iberian Conference on Information Systems and Technologies, CISTI 2021 ; Conference date: 23-06-2021 Through 26-06-2021",

year = "2021",

month = jun,

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doi = "10.23919/CISTI52073.2021.9476251",

language = "Ingl{\'e}s",

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Aguilar, D & Arbaiza, F 2021, The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram. in A Rocha, R Goncalves, FG Penalvo & J Martins (eds), Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. Iberian Conference on Information Systems and Technologies, CISTI, IEEE Computer Society, 16th Iberian Conference on Information Systems and Technologies, CISTI 2021, Chaves, Portugal, 23/06/21. https://doi.org/10.23919/CISTI52073.2021.9476251

The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram. / Aguilar, Diego; Arbaiza, Francisco.
Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. ed. / Alvaro Rocha; Ramiro Goncalves; Francisco Garcia Penalvo; Jose Martins. IEEE Computer Society, 2021. (Iberian Conference on Information Systems and Technologies, CISTI).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram

AU - Aguilar, Diego

AU - Arbaiza, Francisco

PY - 2021/6/23

Y1 - 2021/6/23

N2 - Fitness influencers have become the most used advertising resource by the fitness industry to generate brand credibility through Instagram; social network that has established itself as the most convenient showcase to promote a healthy lifestyle based on exercise and balanced eating. The objective of this research was to identify the role that fitness influencers play in building brand credibility for young men, beginners or intermediate in some fitness discipline, through distorted imaginary of healthy life on Instagram. The methodology used for this study was qualitative, exploratory type. The results revealed that fitness influencers act as facilitators of brand credibility despite promoting a social imaginary where having a low percentage of body fat and a prominent muscle mass, driven by the abuse of synthetic substances, is a reflection of leading a healthy life.

AB - Fitness influencers have become the most used advertising resource by the fitness industry to generate brand credibility through Instagram; social network that has established itself as the most convenient showcase to promote a healthy lifestyle based on exercise and balanced eating. The objective of this research was to identify the role that fitness influencers play in building brand credibility for young men, beginners or intermediate in some fitness discipline, through distorted imaginary of healthy life on Instagram. The methodology used for this study was qualitative, exploratory type. The results revealed that fitness influencers act as facilitators of brand credibility despite promoting a social imaginary where having a low percentage of body fat and a prominent muscle mass, driven by the abuse of synthetic substances, is a reflection of leading a healthy life.

KW - Brand Credibility

KW - Fitness

KW - Healt Influencer Marketing

KW - Social Imaginarie

KW - Social Media

UR - https://www.scopus.com/pages/publications/85115814618

U2 - 10.23919/CISTI52073.2021.9476251

DO - 10.23919/CISTI52073.2021.9476251

M3 - Contribución a la conferencia

AN - SCOPUS:85115814618

T3 - Iberian Conference on Information Systems and Technologies, CISTI

BT - Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies

A2 - Rocha, Alvaro

A2 - Goncalves, Ramiro

A2 - Penalvo, Francisco Garcia

A2 - Martins, Jose

PB - IEEE Computer Society

T2 - 16th Iberian Conference on Information Systems and Technologies, CISTI 2021

Y2 - 23 June 2021 through 26 June 2021

ER -

Aguilar D, Arbaiza F. The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram. In Rocha A, Goncalves R, Penalvo FG, Martins J, editors, Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies. IEEE Computer Society. 2021. (Iberian Conference on Information Systems and Technologies, CISTI). doi: 10.23919/CISTI52073.2021.9476251

The Role of Fitness Influencers in Building Brand Credibility through Distorted Imagery of Healthy Living on Instagram

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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