You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. (January 2021)

• Record Type: Journal Article
• Authors: Sokolova, Karina; Perez, Charles
• Is Part Of: Journal of retailing and consumer services. Volume 58(2021)
• Publication Date: 2021-01
• Subjects: Influence -- Influencer marketing -- Fitness -- YouTube -- Parasocial relationship; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102276
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Digital celebrities found on social media platforms are found to be successful in endorsing brands and products, and influencing purchase intentions of their followers. However, influencers also promote values and lifestyles on their channels, such as healthy behavior and fitness. In this article, we investigate the motivations of users who follow fitness influencers on YouTube and how parasocial interaction and intentions to watch fitness are related to intentions to exercise. Watching fitness videos and social interaction seems only to motivate followers that are already physically active. Non-exercising users are attracted to YouTube by entertainment and a parasocial relationship with an influencer that has no impact on their intentions to exercise. Graphical abstract: Image 1 Highlights: E Explore the motivations for following fitness influencers on Youtube and its relationship with intentions to exercise. Non-exercising audience is motivated to watch fitness videos by parasocial relationship and by the entertainment. Exercising audience is motivated by social interactions and entertainment. Watching intentions are related to exercising only for the follower that already exercise. No relationship is confirmed between parasocial interaction and intentions to exercise.