This study examines the effects of Instagram fitspiration images on male viewers’ work out intention by integrating the processes of social comparison and social cognitive theory. The results from 1,428 Instagram users in Taiwan, with the directions of comparison (upward, lateral, and downward) manipulated, indicate that upward comparisons with attractive models would strengthen self-improvement motives related to working out. In addition, pleasant affective responses to the images and one’s self-efficacy for working out were also significant predictors. However, model attractiveness revealed a negative, direct effect on work out intention, suggesting that a seemingly rewarding model behavior itself discourages viewer imitation. Implications are discussed to contribute the understanding about male audiences’ reactions to the same-sex body images associated with physical training. The findings verifying both the psychological and behavioral impacts of social influence also help demonstrate a more comprehensive picture about promoting exercise as a positive outcome of fitspiration imagery exposure.

Introduction

The “fitspiration” trend, an amalgamation of fitness and inspiration popularized on social networking sites (SNSs), encourages posts and shares about one’s exercise and healthy diet (Tiggemann & Zaccardo, 2018). In contrast to other types of bodily self-presentation online (e.g., digitally retouched selfies; Chua & Chang, 2016), fitspiration seeks to motivate the pursuit of a healthier lifestyle. Also, as exposure to SNS messages results not only from incidental browsing (e.g., Oeldorf-Hirsch, 2018), but also from user sharing and algorithm targeting (e.g., Aruguete & Calvo, 2018), the impacts of fitspiration imagery on the viewers tend to be greater and broader than that of traditional media content such as fitness magazines or video workouts. Research has identified damaging effects on the fitspiration viewers’ body image concerns, however. The evidence, including decreased body satisfaction and elevated negative mood (Prichard, McLachlan, Lavis, & Tiggemann, 2018; Tiggemann & Zaccardo, 2015), resembles the negative consequences prompted by idealized body image viewing (e.g., Stice & Shaw, 1994). Attributions can be made to the dynamic of social comparison that the viewers experienced (Crossman, 2017), and the visuals that still largely represent culturally-based ideal bodies and a sense of sexual objectification (Boepple, Ata, Rum, & Thompson, 2016). Social comparison describes the drive of self-evaluation, which compares an individual’s own opinions and abilities with that of others when more objective references are not available (Festinger, 1954). The above findings on fitspiration generally verify the viewers’ affective responses due to social comparison, but not enough attention has been paid to their motivations for comparison.