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The Role of Fitness Influencers in Building Brand Credibility through

Distorted Imagery of Healthy Living on Instagram

Conference Paper · June 2021

DOI: 10.23919/CISTI52073.2021.9476251

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 The Role of Fitness Influencers in Building Brand
Credibility through Distorted Imagery of Healthy
Living on Instagram
Diego Aguilar Francisco Arbaiza
Licenciado de la Carrera de Comunicación y Publicidad de Profesor Investigador de la Carrera de Comunicación y
por Facultad de Comunicaciones Publicidad de Facultad de Comunicaciones
Universidad Peruana de Ciencias Aplicadas (UPC) Universidad Peruana de Ciencias Aplicadas (UPC)
Lima, Perú Lima, Perú
[email protected] [email protected]

Abstract — Fitness influencers have become the most used 2017). It is in this context that influence marketing emerges as a
advertising resource by the fitness industry to generate brand strategy that focuses on new opinion leaders, called influencers,
credibility through Instagram; social network that has established to share brand messages with their audiences and increase the
itself as the most convenient showcase to promote a healthy scope of their communication actions (Castelló & del Pino,
lifestyle based on exercise and balanced eating. The objective of 2015; Morales, 2017; Bognar, Puljic, & Kadezabek, 2019).
this research was to identify the role that fitness influencers play Many of these influencers exist within online niche social
in building brand credibility for young men, beginners or circles, as is the case with this study's focus: the fitness
intermediate in some fitness discipline, through distorted
community on Instagram (Neal, 2017). This social network is
imaginary of healthy life on Instagram. The methodology used for
mainly dominated by young people. Its intuitive interface has
this study was qualitative, exploratory type. The results revealed
that fitness influencers act as facilitators of brand credibility
influenced its target audience to use it as an excellent means of
despite promoting a social imaginary where having a low global social connectivity. Instagram is widely used among
percentage of body fat and a prominent muscle mass, driven by millennials and ranks as the fifth most used social networking
the abuse of synthetic substances, is a reflection of leading a application in the world today (Bohra & Jose, 2019).
healthy life. Thus, users focused on physical exercise have found
Instagram to be a source of advice and information on weight
Keywords – Fitness; Healt Influencer Marketing; Brand
training and healthy eating. Visually appealing industries
Credibility; Social Imaginarie; Social Media
perform particularly well on Instagram (Noonan, 2018), as does
I. INTRODUCTION one of the largest and fastest growing worldwide: the fitness
industry (Dodd, 2018).
Brand credibility is an important cause of customer
satisfaction and loyalty because it can create an environment However, due to the large number of brands and products
where people speak positively about a product or service that promise "miraculous" results, it remains a sector that creates
(Sallam & Sefnedi, 2017). Erdem & Swait (2004) define brand doubt and confusion among its consumers. Perhaps that is why
credibility as the veracity of product information embedded in a many dubious business proposals have turned to influencers
brand, governed by consumer perceptions based on the brand's specializing in fitness to build brand credibility (Bellido, 2018).
ability and willingness to continuously deliver what it promises. Mintel (2016) identifies fitness influencers as the main sources
of healthy living information that consumers turn to, relegating
In this research, brand credibility will be based on the source them to alternative, more conventional forms of advertising
credibility model proposed by Hovland (1953) and adapted by (Weinswig, 2016). Consumers trust these people more because
Ohanian (1990), which is made up of three dimensions: they believe that if they apply their concepts and advice they can
trustworthiness, expertise and attractiveness. become like them (Noonan, 2018).
One of the most widely used digital strategies in recent years The ideal of beauty is strongly linked to the imaginary of
that promotes the construction of brand credibility has been fitness or healthy life and has become an essential part of the
Influence Marketing; a technique that identifies people who advertising content that gives meaning to the constructions of
have influence on potential consumers and guides marketing each individual on the concept of fit-body (Arriaga, 2006). In
activities around these influential people (Woods, 2016; this way, health and beauty take on the same meaning as "being
Glucksman, 2017). Today, these people can be public figures or healthy" (Escobar & Martínez 2015, Fiquitiva & Devia, 2018).
any other individual who has a large number of followers in their Unfortunately, fitness industry brands have used the media to
social networks where they create content about their specialty promote and sell their products through a distorted social
(Morales, 2017) imaginary that prioritizes physical appearance (Pedraz, 2010).
Thus, a new channel has been opened for brands to connect Thus, the fitness industry has gradually formed a social
with consumers in a more direct and natural way (Glucksman,
imaginary (Escobar & Martínez, 2015) where having a slim and respective behavioral implications (Burnkrant & Cousineau,
toned body is a reflection of leading a healthy life. 1975).
That is why this research aims to show the relationship TABLE I. SOCIAL INFLUENCE
between fitness influencers, fitness imagery, and brand
credibility. It is in this context that we will seek to answer the Behavioral
Influence Process Goal orientation
implications
following research question:
IQ: What is the role that fitness influencers play in building Informational Internalization Knowledge Accept< X*
brand credibility through distorted imaginaries of healthy living
on Instagram?
By answering the question, the aim is to provide greater
knowledge about social imagery as a communication resource Self-Maintenance
Identification or Enrichment Associate < X >
to strengthen trust between the brand and the consumer in the Normative Dissociate
fitness industry. It is worth mentioning that, in this context, Compliance External Reward
social imaginaries are usually distorted by the interest of the Conform
same industry that builds and shapes them; creating erroneous
perceptions and altering consumer behavior. In other words, in Nota: X represents the individual's initial position.

the field of fitness, many inexperienced young people become Adapted from “Informational and Normative Social Influence in Buyer Behavior”, por Burnkrant y
Cousineau, 1975.
victims of misleading messages spread by influential people in Thus, a normative social influence can be achieved through
the sector that tend to promote unrealistic objectives, generating the process of identification or compliance (Burnkrant &
false expectations among their followers. Cousineau, 1975). And, with respect to the informational
II. FITNESS INFLUENCERS AS FACILITATORS OF BRAND influence framework, the type of source that will most readily
CREDIBILITY ON INSTAGRAM
lead to internalization is one that is perceived as credible. A
credible source is a person perceived as an expert or very
A. Influential Marketing knowledgeable on the topic under discussion (Kelman &
One of the most pervasive determinants of an individual's McGuire, 1969). Individuals with such characteristics have a
behavior is the influence of those around him or her. This social significant impact on potential consumers of some brand and/or
influence has generally been referred to as conformity and product (Charlesworth, 2018).
considered as the relatively simple act of agreeing with a visible Thus, the use of celebrities or famous people as an
majority (Jahoda, 1959). advertising resource has always been a strategy used in the
As early as the 1950s, Deutsch & Gerard (1955) marketing world to influence consumers' purchasing decisions
distinguished two types of social influence: informational and due to the high degree of credibility they possess (Agrawal &
normative. The first refers to the influence of other people so Kamakura, 1995; Castelló & del Pino, 2015). Today, thanks to
that an individual obtains and accepts information about the technological development, the power of influence is no longer
reality or true state of some aspect of his or her environment; the left only in the hands of such characters and has become an
second, to influence as a motive to meet the expectations of increasingly important advertising tool for the marketing
another person or group (Burnkrant & Cousineau, 1975). industry (Renga, 2017).
According to Kelman (1961, 1974), social influence operates Bognar et al., (2019) describe influencer marketing as the
through one or more of three distinct processes: internalization, "art and science of engaging influencers in the digital
identification, and submission. (i) Internalization is the adoption environment to share brand messages with their audiences in the
of conceptions based on the congruence of one's values or form of sponsored content" (p.7).
objectives with those of the other. This process occurs when the Influencer marketing has the ability to generate a higher
individual accepts influence because it is perceived as return on investment (ROI) than other traditional forms of digital
consubstantial with his beliefs or for the achievement of his marketing (Kirkpatrick, 2016). This is because it helps to
objectives. (ii) Identification occurs when an individual adopts a generate organic (unpaid) content for the sponsoring brand, as it
behavior or opinion to maintain a positive relationship with generates various types of interactions on social networks that
another person. The relationship between the individual and the stem from the content generated by the influencer (Martínez &
other is beneficial for the construction of self-esteem. Finally, Del Pino, 2015).
(iii) Submission occurs when the individual complies with
another's expectations in order to receive a reward (e.g., social In addition, consumer trust is reinforced due to the Halo
approval, sympathy, praise, etc.) or avoid punishment (e.g., effect that the influencer transfers to the brand for which he or
social rejection, disapproval, dislike, etc.) (Burnkrant & she creates and shares content (Pérez & Luque, 2018).
Cousineau, 1975; Bagozzi & Lee, 2002). Influencers are perceived as more credible, trustworthy and
informed personalities and, therefore, the most suitable to
Each of Kelman's processes relates to one of Deutsch & explain the goodness of a product (Johansen, & Guldvik, 2017).
Gerard's (1955) types of social influence. This and the target
orientation for each process is shown in Table 1, along with their
 Del Pino & Castelló (2017) define influencers as "opinion (iv) The celebrity is a public figure who, given his or her
leaders who, because of their social status, popularity and/or fame, possesses great power of influence in various types of
expert status in some subject, have a high power of communities. Their sponsorship costs are usually as high as the
recommendation" (p. 125). They are thus considered to be reach their advertising mentions can generate. The association
people capable of influencing the decisions and behavior of of a product or brand with a famous person is based on an
consumers due not only to their high doses of creativity and aspirational dimension and on the audience's identification
degree of expertise, but also to the two-way communication with the person in question.
offered by social networks (Pérez & Campillo,2016; Guerrero,
2018). This reliability has also ensured that the brands with (v) Brand ambassadors, according to the authors, are
which it collaborates are perceived as its own content and not as personalities who endorse the brand's philosophy and identify
with the goodness of the product they prescribe. They are
advertising (Bellido, 2018). In this regard, Pérez & Luque
(2018) point out that "affordability, accessibility and proximity usually famous figures who have a contractual relationship
are substantial principles to influence the purchasing decisions with the brand. However, this has not prevented them from
of the new generations" (p. 258). being considered the most credible and authentic influencers.
Their ability to humanize the brand and give it credibility
Influencers have a greater impact than an average consumer through the contribution of everyday experiences makes them
when recommending because they are perceived as more be perceived as loyal brand followers.
credible, trusted, and informed sources (Johansen, & Guldvik,
2017); this is because they tend to focus on a specific niche, In short, social networks have forever changed the way people
which can result in greater engagement around a product seek entertainment, information, and interaction with others
(Johansen & Guldvik, 2017). In addition, their main motivations Noonan (2018). They also changed the mechanisms that brands
when collaborating with brands are to increase their reach and use to influence the attitudes and purchase intentions of their
offer quality content to their audience, relegating, as a last resort, consumers. (Neal, 2017). Through this, characters emerged who,
the monetary aspect (De Veirman et al., 2017). due to their active participation in their social networks as
content generators and their high number of followers, managed
Another of their distinctive characteristics lies in their to play a role similar to traditional celebrities, becoming an ideal
communicational tone. The discourse of influencers lacks an
advertising resource to produce new communicational formats
excessively formal language, adapting to their audience, and
that direct the consumer towards a closer and more empathetic
seeking to prioritize a good aptitude capable of establishing an
emotional bond based on empathy. When people notice that they experience (Guerrero, 2018).
are valued and taken into consideration, they tend to be more B. Brand Credibility
receptive to listen to what you want to convey to them (De la
Erdem & Swait (2004) define brand credibility as the
Piedra & Meana, 2017).
truthfulness of product information embodied in a brand,
A differential attribute of an influencer is their capacity for governed by consumer perceptions based on the brand's ability
innovation and reinvention in the content they share; attracting and willingness to continuously deliver what is promised. Brand
an audience that ends up identifying with them and with the credibility is based on Hovland's model of source credibility. At
product being promoted (Pérez & Campillo, 2016). To stand out, its most basic level, source credibility theory states that when a
influencers seek to generate a differential experience with the communicator is perceived as credible, their message is more
consumer, based on the originality and creativity of the likely to be accepted as you will see by recipients (Djafarova &
communication action they perform exclusively for a certain Rushworth, 2017).
brand (Bellido, 2018). Del Pino & Castelló (2017) propose the
existence of five types of influencers: citizen, expert, opinion
Therefore, brand credibility is considered an important factor
leader, celebrity and brand ambassador.
influencing consumers' attitudes and purchase intention (Lutz et
(i) The citizen is a person who shares information, al., 1983). And, consequently, it has an indispensable role in the
experiences and opinions with his small network of contacts in success or failure of products and/or services (Ghorban &
a natural and unplanned way. Their transmission of positive Tahernejad, 2012).
feelings about a brand or product is genuine, since there is no
economic retribution involved. Hovland, Janis, & Kelley (1953) designed a source
(ii) The expert is an individual whose source of credibility credibility model consisting of two dimensions: trustworthiness
is based on his profession, experience and knowledge. They and expertise (Erdem and Swait, 1998, 2004; Erdem et al., 2002,
have the possibility of being influential and even generating 2006). Later research added an additional element:
trends thanks to their specialization in a specific subject and, attractiveness (Erdem et al., 2004). This research work will be
although they may not have a large audience, it is very specific. developed according to Ohanian's (1990) model that suggests a
three-dimensional construct to measure the credibility of the
(iii) The opinion leader also has many credentials with
respect to the content they cover; however, due to their higher endorser's source (trustworthiness, expertise and attractiveness).
degree of notoriety, they can act as spokespersons for their
community. In both types, the positive message towards the The (i) trustworthiness refers to the brand's willingness to
brand may come from economic retribution. deliver what they promised (Erdem & Swait, 1998). Likewise, it
is an important antecedent in the formation of attitudinal loyalty
(Sirdeshmukh, Singh, & Sabol, 2002; Ha & Perks, 2005; Zboja
& Voorheas, 2006; Laroche, Habibi, Richard, & Such an approach suggests that influential celebrities possess
Sankaranarayanan, 2012). According to Morgan & Hunt (1994), certain cultural meanings that are symbolically transferred to the
brand trustworthiness leads to brand loyalty because trust creates brand they endorse and, ultimately, to the consumer who buys
exchange relationships that are highly valued by customers. the product (McCracken, 1989). Consumers often, also, perceive
the celebrities they admire as sources of inspiration to build their
The (ii) expertise refers to the brand's ability to deliver what own identities (Hung, 2014). Therefore, they will have better
they promised (Erdem & Swait, 1998). It is the extent to which message receptivity to ads that feature celebrities who endorse
the target audience uses the source to gain skills and knowledge products congruent with their perceived cultural meanings and
in understanding the product/service (Ohanian, 1990; Teng, Wei whose image is similar to the consumer's aspirational self-image
Khong, Wei Goh, & Yee Loong Chong, 2014). (Choi & Rifon, 2015).

Finally, (iii) attractiveness consists of the positive Halonen-Knight & Hurmerinta (2010) emphasize that such
association towards an individual based primarily by their meaning transfer can also occur from product to endorser;
physical traits and personality qualities (Erdogan, 1999). The making the choice of whether or not to endorse a brand very
first impression of a person's attractiveness affects how he or she important for influencers. When the transfer of meaning model
is perceived holistically (Djafarova, & Rushworth, 2017).Thus, and the source credibility model are used together, it can help
Malik et al., (2014) note that brand credibility is a reflection of brands and celebrities forge endorsement contracts that enhance
a consumer's perception of a brand as a reliable source of their image in the consumer's mind.
information (trustworthiness) and skills (expertise), combined
C. Fitness influencers on Instagram
with personality characteristics (attractiveness).

Kutthakaphan & Chokesamritpol (2013) argue that source It has already been established that the Instagram platform
credibility also depends on the quality of the argument and the revolutionized the exchange of multimedia content in the social
persuasive force of the individual within an informational media space, providing its users with an instant way to capture
message (Teng et al., 2014). In parallel, McCracken (1989) and share their life moments with friends through a series of
photos and videos (manipulated with filters) (Hu, Manikonda &
states that despite the sponsored being well placed on all
Kambhampati, 2014). This mobile application allows its users
dimensions of the source credibility model, they are not good to be followed (followers) and have followers, who can interact,
product promoters. Consequently, McCracken proposes the and vice versa, with the publications through comments or
transfer of meaning model to explain why a certain level of "likes". Currently, Instagram has more than 800 million monthly
congruence between the endorser and the brand or product they active users (Riera & Carbonell, 2018).
are promoting is necessary to have the desired effects on
consumer behavior. Thanks to its popularity, Instagram is no longer only an
application used for socializing among people who share
common interests, but it has also become a consistent marketing
tool (Riera & Carbonell, 2018). Through it, in a relatively easy
and inexpensive way, companies manage to get in touch with
their potential consumers and seek to build a sustainable
relationship (Ewers, 2017).
Thanks to its visual nature, various Instagram users have
gained visibility and popularity similar to traditional celebrities.
These hybrids of celebrities and ordinary people, therefore, have
become highly effective influencers for brands seeking to
increase their reach in the social media sphere (Booth & Matic,
2011; Neal, 2017).
For Neal (2017), many of these influencers exist within
online niche social circles, as is the case with this study's focus:
the fitness community on Instagram. Users focused on fitness
have found a place where they can find tips and information on
bodybuilding workouts and healthy eating. The fitness industry
has become particularly relevant on this platform because of its
unique visual appeal (Noonan, 2018).
It is worth mentioning that the fitness industry is considered
to be any product or service that is related to obtaining a general
Figure 1. Dimensions of the Source Credibility Model. Own elaboration, state of health based on a healthy diet and the practice of a
adapted from “The Impacts of Brand Trust and Brand Credibility on discipline that promotes muscle development (Escobar &
Indonesian Customers' Wom Communication: The Mediating Role of Brand Martínez, 2015; Fiquitiva & Devia, 2018). In terms of growth
Commitment”,(Sallam &Sefnedi, 2017).
rates, this industry is the second most developed after the media, but also in the constant promotion of ergogenic aids
technology sector. It is often considered as a promising business aimed at improving sports performance, and the growing
area with a high investment attractiveness, whose market opening of fitness centers.
volume increases every year (Dodd, 2018; Chekhovska, 2017).
The imaginary maintains a close relationship with the
Jin & Phua (2014) report that consumers perceive users with perception of reality (Simmel, 2000). The notion of the
large numbers of subscribers on their social networks as more imaginary acts as a bank of socially shared images that give
attractive and reliable. This is in line with the Source Credibility meaning to our existential environment (Baeza, 2000).
Theory. The greater the number of followers an individual has,
the greater their perceived social influence. Indeed, the imaginary is psychic and social; it encompasses
the individual and the collective (Beuchot, 2008). Because this
Bellido (2018) argues that the fitness sector increasingly uses can happen in ideologies or utopias, it is necessary that these
its influencers in social networks because consumers perceive imaginaries are dominated, channeled, regulated and adjusted to
that content generated by influencers is more credible than life in society and, therefore, to what we interpret as reality
content provided by marketers. For Neal (2017), much of the (Castoriadis, 1990).
credibility of Instagram's fitness influencers lies in their
The socio-cultural pressure on the cult of the body,
expertise as fitness professionals. This makes them ideal
sponsors for workout equipment, apparel, food, dietary transmitted and repowered by advertising and the media, aims
to instill the benefits of having a fit-body. Such a body model is
supplement and other fitness industry brands.
usually produced by synthetic substances, such as anabolic
The fitness movement has a great visibility in Instagram and steroids that can cause irreversible damage to health (Bohra &
one of its main manifestations is the great amount of hashtags Jose, 2019).
dedicated to explore healthy lifestyles. All of them, however,
have the same pattern: the cult of fit-body (Torres, 2018). Sánchez (2015) points out that the diffusion of this body
model as a prototype of health and success, can trigger an
Kakish, Olney & Becerra (2018) found that the hashtags obsession and frustration in individuals whose complexion does
associated with fitness revolve mainly around two axes: idolatry not adapt to these canons. The further away a person is from this
and motivation. The first one aims at standardizing the woman's bodily ideal, the more dissatisfied he or she will feel and believe
body according to the fit-body imaginary. The second aims to that the only way to restore his or her security will be by
encourage people to incorporate fitness habits to lead a healthier approaching it. This produces, in the end, that "the fit-body is
lifestyle. Both, however, are full of photos and videos that only the effect of social demands that are (re)produced by market
prioritize bodies that respond to the canons of fitness beauty. logics and the idea that the body is an object of consumption"
This can create false expectations among Instagram users, since (Napolitano, 2016, p. 134).
they often do not take into consideration the importance of
genetics in body development, among other factors. With all this, the fitness industry poses a lifestyle ideal
difficult to achieve for consumers, giving them a range of
Thus, Bohra & Jose (2019) point out that fitness influencers nutritional supplements, training plans and diets that help
on Instagram, instead of propagating their ideology or educating achieve a body imposed and legitimated by society, which is
their audience about the fitness discipline they practice, limit incorporated as true foundations of a healthy and successful life.
themselves to sharing photos and videos of them exercising or (Escobar & Martinez, 2015; Napolitano, 2016).
flexing their muscles in an effort to show their aesthetic and
chiseled appearance. Their publications generally lack III. METHODOLOGY
functional information about nutrition and/or training routines, The purpose of this study is to identify the role of fitness
leaving purely banal thoughts in the minds of their followers. influencers in generating brand credibility through distorted
Bohra & Jose (2019) also argue that, to be appreciated and imaginaries of healthy living on Instagram. Given the
respected by their followers, fitness influencers undergo exploratory nature of this research article that seeks to
rigorous nutritional plans and physical training. And, in many understand social phenomena such as Instagram, fitness
cases, they resort to pharmacological ergogenic aids such as influencers and healthy living imaginaries, the most appropriate
anabolic steroids or growth hormones to overcome the limits of methodological approach was the qualitative one. This
their genetics or simply to save some time and effort. The final methodology of non-numerical approach tried to understand a
objective is to achieve a proximity to the cultural models of concrete social fact, from the perspective and the interpretative
perfection, perceived as natural (Napolitano, 2016). keys of the Target Population of Study (POE) (Tójar, 2006).

According to Escobar & Martinez (2015), the imaginary The purpose of this study is to identify the role of fitness
fitness reduces biological, psychological and social well-being influencers in generating brand credibility through distorted
to the mere display of a thin, strong, toned and disciplined body. imaginaries of healthy living on Instagram. Given the
In this way, a new meaning is given to the concept of health, exploratory nature of this research article that seeks to
turning it into a state that has to be developed and not as understand social phenomena such as Instagram, fitness
something to be conserved (Becoña, Vázquez, & Oblitas, 2000). influencers and healthy living imaginaries, the most appropriate
methodological approach was the qualitative one. This
Escobar & Martínez (2015) state that the fitness imaginary methodology of non-numerical approach tried to understand a
is one of the social imaginaries that has achieved the greatest concrete social fact, from the perspective and the interpretative
power in recent years. This is reflected not only in the different keys of the Target Population of Study (POE) (Tójar, 2006).
 The technique used was the in-depth, semi-structured, The sample was composed of fifteen men between the ages
focused type of interview. This type of interview is carried out of 20 and 29 who met the following inclusion criteria: (i)
using a guide of guidelines or questions already prepared in beginners/intermediates in a fitness discipline and (ii) Instagram
which the interviewer has the freedom to introduce visual stimuli fitness influencers. Male participants were chosen based on the
and/or additional questions to clarify concepts or obtain more fact that the desire or obsession for body worship manifests itself
information from the target audience (Ryen, 2013). The primarily in muscle development; therefore, the majority of
guideline guide consisted of 39 questions, asking the general those affected are men (Fanjul, 2008).
questions first and then the specific ones. The objective of this
order of questions was to achieve a climate of trust in the IV. RESULTS AND DISCUSSION
interviewee and to develop empathy with him (Hernández, Most of the interviewees said they go to a fitness reference,
Collado & Baptista, 2010). mainly through their YouTube channels, when they require
specific information about training routines, nutrition or any
TABLE II. TOPICS AND GUIDING QUESTIONS FOR IN-DEPTH INTERVIEWS other aspect related to the fitness discipline they practice. This is
Topic Semi-structured questions consistent with the statement made by Mintel (2016), which
1. Do you practice any fitness discipline, which identifies fitness influencers as the main medium where
one and what does it consist of? consumers go to find out about the products best suited for them.
2. What did you want to achieve when you The total of the sample pointed out to follow fitness
decided to practice that fitness discipline? influencers in their social networks because they are references
that have managed to transform their body through the discipline
3. Do you follow any type of diet or dietary they practice. They are champions in their sport and the content
About fitness habits regimen? What does it consist of?
they generate motivates them to continue training, improve their
Complex/Core Questions
lifestyle and achieve their fitness goals. Consumers trust their
4. Where or to whom do you go for information influencers more because they believe that if they apply their
about nutrition, training routines or any other concepts and advice they can become like them (Noonan, 2018).
aspect related to fitness? Why?
Instagram appears as the most used, adequate and convenient
5. What social networks do you use? social network to follow fitness referents because it is very
visual and of easy access to the contents of interest. They argue
6. Do you follow any fitness referents on your that the physical results obtained through exercise are better
social networks?
appreciated, and the educational videos are usually concise. This
7. Which social network do you think is the most basic finding is consistent with research that indicates that
appropriate or convenient to follow fitness people focused on fitness, being immersed in an industry with
referents? Why? visual appeal, have found Instagram to be a source of advice and
information on bodybuilding training and healthy eating. (Neal,
8. Do you follow fitness brands on your social
networks?
2017, Noonan, 2018). Facebook and YouTube also appear as
popular social networks for both fitness references and their
9. What types of content do the fitness referents followers. However, they are usually used for informational
About fitness and
social networks
you follow on Instagram share? Which ones do purposes.
you like the most?
The fitness influencers that follow usually promote their own
10.During the time you are exposed to fitness product brands such as nutritional supplements, training plans,
content on Instagram, what percentage would accessories and sportswear. To a lesser extent, they promote the
you estimate is about healthy eating or workout
routines?
brands of their sponsors. A small part of the sample states to
have acquired some of the products mentioned by direct
11. How do you feel when you see the content of recommendation of the fitness influencers that follow; however,
the fitness referents you follow on Instagram? Do most of them state to have obtained them by recommendation of
you apply their advice or recommendations they friends or by suggested publications in their social networks.
give you? Do you take them into consideration?
They perceive the fitness influencers that follow in
Source: Own elaboration Instagram as attractive individuals (physical features and
A. Sample pleasant personality qualities) that have the knowledge,
expertise and willingness to be considered as role models in their
The selection of participants for the study was done through discipline because they have demonstrated it through their
an intentional sampling, a technique that is widely used in aesthetic and functional results, and their achievements
qualitative research in order to achieve the identification of cases throughout their sports career. This result is adequately related
rich in information related to the phenomenon studied. The to the credibility model of the source that indicates a three-
incorporation of the participants was done in an iterative way, dimensional construction to measure the credibility of the
according to the information that was emerging in the field work. influencer's source: reliability (disposition), expertise and
As experts in this type of research maintain, what is crucial here attractiveness (Ohanian, 1990). In this way, it is inferred that the
is not the size of the sample, but the wealth of information participants consider such references as a credible source for the
provided by the participants, and the researcher's observation fitness community.
and analysis skills.
 Respondents also consider the brands that use or recommend know who the followers that openly claim to be consumers of
their fitness influencers to be quality products that serve their drugs harmful to their mental and physical health, and what
purpose. This inference is based on the positive perception they meaning they give to fitness. On the other hand, to deepen on
have of their referents, not because they have necessarily the impact of brand credibility would be necessary for a better
consumed or acquired them. This is consistent with the model of understanding of why brands would have to put in practice the
transference of meaning proposed by McCracken (1989), in theory of source credibility. For example, investigating how
which he suggests that influential celebrities possess certain important the effect of brand credibility is in building brand
cultural meanings that are transferred symbolically to the brand engagement and/or word of mouth communication.
they support.
V. CONCLUSIONS
The sample total identifies fitness as a lifestyle based on
physical conditioning and healthy eating. Discipline is a quality This study examined the role of fitness influencers in
that often came up when talking about fitness life because it building brand credibility through distorted imaginaries of
requires being a committed and organized person in your healthy healthy living from the perspective of their Instagram followers.
habits. They consider fit body to be the aesthetic result of leading The results revealed that the fitness industry relies on its
a fitness lifestyle and describe it as a healthy, attractive, defined influencers to promote its brands and/or products, as they are
and muscular body. perceived as authorities with a strong presence and credibility in
social networks. This result is consistent with the findings of
Such perceptions, however, are in contrast to the sensitive several previous studies (Mintel, 2016; Neal, 2017; Noonan,
and delicate questions about imaginary fitness or healthy living 2018). Therefore, it can be inferred that fitness influencers act as
that were asked of them later. It was found that most identify facilitators of brand credibility.
their fitness referents with visual cues of being anabolic steroid
users as referents who respond appropriately to the concept of However, the finding also demonstrated an inconsistency
fit-body; that is, a healthy and aesthetic body. They justify their between what fitness means and what its influencers promote on
muscular and defined bodies with good genetics, years of Instagram to build credibility: distorted imaginaries of healthy
training and healthy eating. living. Many fitness influencers promote a healthy lifestyle
based on exercise and balanced eating but project a body image
These results show that most participants do not know how shaped by the abuse of synthetic substances that cause
to distinguish, visually, between a natural and a doped body. It irreversible health damage (Bhasin, Storer, et al., 1996; Hartgens
also creates false expectations, as they believe that a better & Kuipers, 2004), often unbeknownst to their followers. This
definition and a greater gain of lean muscle mass can be obtained means that fitness influencers act as brand credibility facilitators
without the help of artificial substances. despite promoting a social imaginary where having a low
percentage of body fat and prominent muscle mass is a reflection
Finally, they were shown images and videos contrasting
of living a healthy life.
natural bodies and bodies with visible characteristics of having
used some type of anabolic substance. The sample considered This could mean a risk for the brands that support them, since
more attractive the muscular and defined bodies by the use of these influencers are based on distorted imaginaries that create
such artificial substances than the naturally exercised bodies. false expectations in consumers. If this becomes transparent,
The limits of a sculpted body without the use of anabolic steroids fitness industry brands could lose the credibility they have built.
do not meet their expectations because they look very thin and However, this may not be an immediate problem, since even in
without much lean muscle mass. Very few participants preferred the face of evidence of what a natural body looks like and one
natural bodies because they look attainable, functional and that is likely to have used anabolic steroids, interviewees still
healthy. consider their fitness influencers to be credible sources for the
fitness community.
Even in the face of evidence of what a natural body looks
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