Are fitness influencers really helping? Gendered portrayals in Instagram’s fitness industry
DOI:
https://doi.org/10.54167/ejbei.v3i1.2079Keywords:
Fitness influencers, Product sponsorship, Gender differences, Content analysis, Online fitness industryAbstract
This study examines gendered portrayals within Instagram’s fitness industry, focusing on self-efficacy, product placement, and sponsorship dynamics among influencers. A comparative content analysis was conducted on 1,000 posts from 200 male and female fitness influencers (with at least 10,000 followers), selected through purposive and snowball sampling. Results reveal that while self-efficacy-oriented content does not significantly differ across genders nor consistently drive higher engagement, product-oriented posts dominate the fitness landscape, with exercise-related products more frequently featured than diet-related ones. Sponsorships emerge as a critical differentiator: female influencers secure significantly more brand collaborations and achieve higher engagement rates compared to male counterparts. These findings highlight the intersection of consumerism, gender, and fitness culture on social media, offering insights into influencer marketing strategies and the evolving role of authenticity, attractiveness, and engagement in shaping brand partnerships.
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