THE ROLE OF SOCIAL MEDIA (FACEBOOK, TIKTOK) IN
SHAPING PHYSICAL ACTIVITY, FITNESS TRENDS, AND BODY
IMAGE AMONG FITNESS ENTHUSIASTS AT
QUADS/FURUKAWA FITNESS GYM, LA TRINIDAD, BENGUET
KHARYLLE SHANE J. SAGUBO
SUBMITTED TO THE FACULTY OF THE DEPARTMENT OF
DEVELOPMENT COMMUNICATION, COLLEGE OF
INFORMATION SCIENCES, BENGUET STATE
UNIVERSITY, LA TRINIDAD, BENGUET
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE
BACHELOR OF SCIENCE IN DEVELOPMENT
COMMUNICATION
(COMMUNITY bROADCASTING)
APRIL 2025
INTRODUCTION
Social Media has transformed how people engage with fitness,
influencing trends, perceptions of physical activity, and body image.
Platforms like Facebook and TikTok have become key sources of fitness-
related content, shaping how individuals distinguish exercise routines, diet
plans, and body ideals. Fitness influencers, online communities.
This study investigates how Facebook and TikTok influence fitness
behaviors, trends, and body image among gym-goers at Quads/Furukawa
Fitness Gym. This examines both the positive and negative impacts of
social media’s digital fitness culture on individuals’ health and well-being,
using a development communication perspective to understand how social
media content shapes attitudes and behaviors.
Background of the Study
The rapid rise of digital platforms, social media has become a major
influence in shaping fitness practices and body image ideals. Studies have
shown that fitness-related content on social media plays a significant role
in motivating individuals to engage in physical activities (Tiggemann &
Zaccardo, 2015). Facebook and TikTok provide users with exercise
tutorials, transformation stories, and fitness challenges that encourage
participation in active lifestyles. Fitness influencers and online
communities create an interactive environment where people can share
experiences, tips, and progress updates, fostering a sense of
accountability and motivation (Holland & Tiggemann, 2016).
Despite its benefits, social media can also contribute to unrealistic
body expectations and body dissatisfaction. Exposure to edited and
idealized body images may lead to self-comparison and negative self-
perception among fitness enthusiasts (Perloff, 2014). Furthermore,
misinformation about fitness and nutrition often circulates on these
platforms, influencing users to adopt ineffective or even harmful fitness
practices. Given these potential effects, it is essential to examine how
social media influences fitness trends, physical activity, and body image
perceptions among gym-goers at Furukawa/Quads Fitness Gym. This
study will analyze the extent to which social media engagement affects
fitness behaviors and attitudes, providing valuable insights for gym
instructors, fitness professionals, and social media users.
Rationale
More and more people are turning to social media for fitness
advice, which makes it important to look at how it affects their health and
self-image. Platforms like Facebook and TikTok are popular for sharing
workout routines, diet tips, and motivation. However, the way content is
shown on social media can create unrealistic expectations, leading to body
dissatisfaction and unhealthy habits. It's important to understand how
these platforms impact how active people are and how they feel about
their bodies, so we can find ways to reduce any negative effects while
making the most of the benefits.
This study is justified by the lack of localized research on the role of
social media in shaping fitness trends and body image perceptions among
gym-goers in La Trinidad, Benguet. By focusing on a specific community of
fitness enthusiasts, the research will provide context-specific insights that
can inform interventions. Additionally, the study will contribute to the
broader field of development communication by exploring how digital
media can be used to promote positive health outcomes.
Conceptual Framework
The research incorporates the socio-psychological tradition of
communication, which explores how media influences individuals’
behaviors, attitudes, and perceptions. Social media platforms like
Facebook and TikTok have become integral to the fitness culture, shaping
how individuals engage with exercise, diet, and body image. By analyzing
the interaction between social media content and fitness enthusiasts, this
research aims to understand the psychological and behavioral effects of
digital fitness culture. The study incorporates the socio-psychological
tradition, which examines how media reinforces societal norms, power
dynamics, and body image expectations, potentially influencing users' self-
perception and health choices.
To analyze these influences, the study employs Gratifications
Theory, this theory suggests that individuals actively engage with media to
satisfy their needs, such as obtaining fitness knowledge, getting
motivation, or connecting with online communities. Fitness enthusiasts use
platforms like Facebook and TikTok to find workout tutorials and diet plans
that align with their personal goals. This theory helps explain why gym-
goers at Furukawa/Quads Fitness Gym engage with social media and how
it fulfills their needs related to fitness and body image.
Related Literature
Social media has been shown to influence physical activity levels by
providing access to fitness-related content and encouraging online
communities that encourage participation in exercise (Smith et al., 2020).
According to Johnson & Lee (2021), platforms like TikTok have emerged
as popular spaces for sharing short fitness videos, which can serve as
motivational tools for users to engage in physical activity . Similarly,
Facebook pages dedicated to fitness have been found to enhance social
support and accountability among members, reinforcing healthy behaviors
through peer encouragement (Brown et al., 2019).
While social media provides access to fitness-related content, it
also exposes users to idealized body images, which can lead to body
dissatisfaction and disordered eating behaviors (Fardouly et al., 2018).
The visual nature of platforms like TikTok makes them particularly
influential in shaping body image perceptions, as users frequently
encounter curated and edited representations of fitness and beauty
standards (Holland & Tiggemann, 2017). The heightened self-comparison
that often accompanies social media engagement has been linked to
increased awareness of fitness trends but also to negative psychological
outcomes such as body dissatisfaction (Meier & Gray, 2014). Furthermore,
social media can perpetuate gender stereotypes in fitness, influencing how
men and women perceive their bodies and approach exercise (Boepple &
Thompson, 2016).
Fitness influencers on social media play an important role in
shaping exercise trends and dietary habits, often acting as sources of
inspiration and guidance for their followers (De Veirman et al., 2017).
Online fitness communities, such as those found on Facebook and
Instagram, provide a sense of belonging and motivation for individuals
pursuing health and fitness goals (Turner et al., 2020). Peer-to-peer
learning is also facilitated through these platforms, allowing users to share
knowledge and experiences related to fitness and health (Hamm et al.,
2014). Additionally, online fitness challenges hosted on social media
platforms have been shown to increase physical activity levels among
participants, further reinforcing the role of digital communities in promoting
an active lifestyle (Maher et al., 2015).
Social media platforms can serve as effective tools for health
promotion and behavior change, enabling individuals to access a wealth of
fitness-related information (Kite et al., 2016). Many users feel empowered
to take control of their health by utilizing social media for fitness guidance,
as these platforms provide accessible and relatable content (Willis et al.,
2019). However, the use of social media for fitness purposes is associated
with both positive and negative psychological outcomes, as it can promote
healthy behaviors while simultaneously fostering unrealistic expectations
and self-doubt (Tiggemann & Zaccardo, 2018). The commercialization of
fitness on social media further contributes to the promotion of unattainable
body standards, as brands and influencers often emphasize aesthetic
appeal over overall well-being (Abidin, 2016).
According to Napoli (2019), social media algorithms often prioritize
content that reinforces existing beliefs and behaviors, potentially limiting
users’ exposure to diverse fitness perspectives. This selective exposure
can create echo chambers where individuals primarily interact with content
that aligns with their preexisting views on fitness and body image.
Additionally, the role of social media in fitness is influenced by cultural
factors, which shape how individuals interpret and engage with fitness-
related content (Zhang & Leung, 2015). Cultural norms play a crucial role
in determining which fitness trends gain popularity and how they are
perceived by different demographics.
The use of social media for fitness-related purposes is more
prevalent among younger demographics, who are also more susceptible to
body image concerns and self-comparison (Perloff, 2014). Younger users
are particularly influenced by fitness influencers, online communities, and
digital fitness challenges, which shape their perceptions of exercise and
health. However, the portrayal of fitness on social media often emphasizes
aesthetics over overall health, which can distort users’ perceptions of
physical activity and its benefits (Boepple et al., 2016). To counteract
these issues, development communication strategies can be leveraged to
promote more inclusive and realistic fitness narratives that focus on holistic
well-being rather than unattainable body ideals (Servaes, 2013).
Paradigm of the Study
Figure 1 describes the conceptual framework of the study wherein
the input consists of the Social Media Platforms, Fitness Content, Fitness
Influencers and Online Communities, and Gym-goers. It is where influence
and interaction with social media happen.
On the other side, the Process shows the effects on fitness behaviors and
attitudes, and the output’s fitness narratives.
Figure 1. The Paradigm of the Study
Statement of the Problem
The study will address the following research questions:
1. In what ways do gym-goers utilize social media platforms such
as Facebook and TikTok to engage with fitness-related content?
2. What role does social media play in shaping the physical activity
levels of gym-goers?
3. How do fitness trends on social media influence the exercise
routines and dietary practices of gym members?
4. What impact does exposure to social media content have on the
body image perceptions of fitness enthusiasts?
5. How can development communication strategies be applied to
promote positive fitness narratives and mitigate the negative effects of
social media on body image?
METHODOLOGY
Research Design
This study implements a mixed method approach, integrating both
quantitative and qualitative methods, to gain comprehensive
understanding on how social media platforms like facebook and tiktok, that
influences fitness behaviors and body image perceptions of gym- goers at
Quads/Furukawa Fitness Gym. The quantitative aspect will focus on
measurable patterns of social media use and corresponding behaviors,
while the qualitative component will delve into the personal experiences
and perceptions of the participants. This design allows the use of different
types of information to compare and support each other, making the study
more accurate and meaningful.
Population and Locale of the Study
The study was conducted at Quads/Furukawa Fitness Gym, located
at La Trinidad Benguet (figure 2), this gym was selected due to its active
community of fitness enthusiasts and its relevance to the study’s objective
of assessing localized impacts of social media on fitness culture.
Figure 2. Map of La Trinidad Benguet showing the locale of the study.
Data Collection Instrument
A set of structured questions will be given to gym-goers to find out
how often they use social media, how it affects their workout, diet,
motivation, and body image. 5-10 participants will be chosen to share their
personal fitness stories, feelings about social media content, and thoughts
on fitness influencers.
Data Collection Procedure
The participants will consist of 40-50 active gym members from
Quads/Furukawa Fitness Gym, aged between 18-35 years old, this
particular age group has been chosen, this individuals within this
demographic are generally more engaged in health and fitness activities,
are also the most active users on popular social media platforms such as
Facebook and tiktok. Their familiarity with digital trends and online
engagement makes the ideal target group for evaluating the effectiveness
of content based fitness promotions and community engagement
strategies. Purposive sampling will be used to select individuals who have
been active members of the gym for at least 3 months and uses Facebook
and/or TikTok for fitness-related content at least 2–3 times per week.
Treatment of Data
To analyze the data, Microsoft Excel will be used for the survey
responses. These will be processed using Descriptive Statistics, including
frequency and percentage, to show how often certain answers appear and
how they are distributed. This will help summarize the socio-demographic
data and understand patterns in social media use and its effects.
For the interviews, Thematic Analysis will be applied. Responses
from open-ended questions will be grouped by common themes such as
the motivation, pressure, or self-image. This will be done manually and
maybe verified using qualitative data analysis software to ensure
accuracy. This process will help provide deeper insights into the
psychological impact of digital fitness content.
