The Impact Of Exposure To Ideal-sized vs. Average-sized Influencers On Purchase Intention and Consumer Well-being In Fitness Industry

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Oymak, Ceren
Issue Date
Dublin Business School
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.