Abstract
The present study aimed to investigate how self-esteem, body-esteem and purchase intention
was influenced by the body size of the influencer that has been presented in a promotion
visual in the context of the fitness industry by using two different exposure conditions. 204
participants were recruited using the convenience sampling method, then randomly assigned
to two groups and after the exposure either to ideal-sized (ISE) or average-sized influencers
(ASE) who were promoting sportswear products, they were given the Body Esteem Scale for
Adolescents and Adults (BESAA), Rosenberg Self-Esteem Scale (RSES) and survey questions
indicating the purchase intention. The sampling criteria was being 18-49 years of age. Results
indicated that while self-esteem was higher for the ISE group, body esteem did not change
across the two groups. Additionally, purchase intention was higher for the ASE group. Findings
stress the importance of body positive and inclusive marketing in the fitness industry.
