28, January 2026

The Instagram Effect: Exploring the Impact of Fitness Influencers on Gym-Goers Motivation and Behaviour

VOLUME-10; ISSUE-1; JAN-2026

Author(s): Reema Ann Roy, Nithin Kumar N

Authors Affiliations:

Assistant Professor, School of Communication and Media Enterprise, REVA University, Bengaluru, India. ; Student, School of Communication and Media Enterprise, REVA University, Bengaluru, India.

DOIs:10.2017/IJRCS/202601010     |     Paper ID: IJRCS202601010


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Social media platforms, particularly Instagram, have profoundly impacted how individuals perceive, engage with, and maintain fitness routines. The rise of fitness influencers on Instagram has significantly shaped the digital fitness landscape, with these individuals leveraging their online presence to motivate, educate, and inspire their followers towards health and wellness goals. This study explores the complex interplay between social media exposure, the influence of fitness influencers, and gym-goers' motivation and exercise habits. Specifically, it examines how factors such as social comparison, aspirational goals, and the sense of belonging within virtual fitness communities influence gym attendance and adherence to exercise routines. Furthermore, the research investigates the potential impact of cultural nuances, including Indian values and traditions related to health and fitness, on the perception and consumption of fitness content on Instagram. The findings of this study have the potential to inform public health initiatives, guide social media marketing strategies in the fitness industry, and empower individuals to navigate the digital fitness landscape more effectively

Instagram, Fitness Influencers, Gym-goers, Motivation, Exercise Habits, Social Media

Reema Ann Roy, Nithin Kumar N. (2026); The Instagram Effect: Exploring the Impact of Fitness Influencers on Gym-Goers’ Motivation and Behaviour, International Journal of Research Culture Society,    ISSN(O): 2456-6683,  Volume – 10,   Issue –  1,  Pp. 62-68.       Available on – https://ijrcs.org/

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