Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males
This study explores the influence fitness micro-celebrities have on young British males. Content analysis of micro-celebrities Instagram pages and questionnaires with the followers identify the strong impact that micro-celebrities have on the purchase intentions, fitness routines and self-consciousn...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Athens Institute for Education and Research
2020-04-01
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| Series: | Athens Journal of Mass Media and Communications |
| Subjects: | |
| Online Access: | https://www.athensjournals.gr/media/2020-6-2-4-Djafarova.pdf |
| _version_ | 1818391344421273600 |
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| author | Elmira Djafarova Max Thompson |
| author_facet | Elmira Djafarova Max Thompson |
| author_sort | Elmira Djafarova |
| collection | DOAJ |
| description | This study explores the influence fitness micro-celebrities have on young British males. Content analysis of micro-celebrities Instagram pages and questionnaires with the followers identify the strong impact that micro-celebrities have on the purchase intentions, fitness routines and self-consciousness of young males. The Source Credibility, Attractiveness Model and Match-up Theory have been reviewed, with the focus on their relevance to the online environment. This research finds that Match-up Theory was applicable in an online environment however a number of characteristics that increase the credibility of an endorsement in traditional media did not have the same outcome on Instagram. The findings not only suggest the lack of relevance that existing celebrity endorsement models have on an online platform, but additionally identify several characteristics that play a more influential role in increasing the effectiveness and credibility of the celebrity endorsements on Instagram. |
| first_indexed | 2024-12-14T05:12:02Z |
| format | Article |
| id | doaj.art-241d9404e596461ba1fb5b73adfa57b9 |
| institution | Directory Open Access Journal |
| issn | 2407-9499 |
| language | English |
| last_indexed | 2024-12-14T05:12:02Z |
| publishDate | 2020-04-01 |
| publisher | Athens Institute for Education and Research |
| record_format | Article |
| series | Athens Journal of Mass Media and Communications |
| spelling | doaj.art-241d9404e596461ba1fb5b73adfa57b92022-12-21T23:15:55ZengAthens Institute for Education and ResearchAthens Journal of Mass Media and Communications2407-94992020-04-016213114610.30958/ajmmc.6-2-4Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British MalesElmira Djafarova0Max Thompson1Principal Lecturer, Northumbria University, UKResearcher, Northumbria University, UKThis study explores the influence fitness micro-celebrities have on young British males. Content analysis of micro-celebrities Instagram pages and questionnaires with the followers identify the strong impact that micro-celebrities have on the purchase intentions, fitness routines and self-consciousness of young males. The Source Credibility, Attractiveness Model and Match-up Theory have been reviewed, with the focus on their relevance to the online environment. This research finds that Match-up Theory was applicable in an online environment however a number of characteristics that increase the credibility of an endorsement in traditional media did not have the same outcome on Instagram. The findings not only suggest the lack of relevance that existing celebrity endorsement models have on an online platform, but additionally identify several characteristics that play a more influential role in increasing the effectiveness and credibility of the celebrity endorsements on Instagram.https://www.athensjournals.gr/media/2020-6-2-4-Djafarova.pdfcredibility modelsfitnessinstagrammicro-celebritiesyoung males |
| spellingShingle | Elmira Djafarova Max Thompson Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males Athens Journal of Mass Media and Communications credibility models fitness micro-celebrities young males |
| title | Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males |
| title_full | Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males |
| title_fullStr | Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males |
| title_full_unstemmed | Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males |
| title_short | Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males |
| title_sort | exploring the credibility of fitness instagram micro celebrities on young british males |
| topic | credibility models fitness micro-celebrities young males |
| url | https://www.athensjournals.gr/media/2020-6-2-4-Djafarova.pdf |
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