Please, complete all the sections of the proposal template and submit them for peer review.

You will UPLOAD YOUR WORK HERE and EMAIL A COPY TO YOUR GROUP MEMBER.

PEER REVIEW GROUPINGS IN ALPHABETICAL ORDER

Group One- Ibrahim Balci and  Alexis Belezos

TWO THINGS TO DO:

PART A: Score your group member’s proposal-  _/100. Please, remember to attach your scores (format/ structure and content) to your comprehensive report.

FORMAT: 30 POINTS—– 6 points each.

· You had at least 12 pages in length, not including title, reference, or appendix pages, and used.

· 12pt Times New Roman, 2x spaced=

· APA Format Titling, page headers, page numbers, in-text citations, and Reference page=

· All Sections are in the correct order [Introduction, Lit Review, Methods, Discussion/Conclusion, and References]=

· Correct spelling, grammar, mechanics, and usage=

· Paper is original (no plagiarism), and quotes and paraphrasing exist for information that is not original=

STRUCTURE and CONTENT 70 POINTS- 10 points each:

· Not repetitive or trite; fresh; interesting. Demonstrates a sense of style and writes in an appropriate authoritative tone=

· A clear focus on the topic, which is adequately precise. The argument is adequately stated. =

· Strong research problem statement with an arguable position stated in the introduction. Develops problem statement with sufficient research and commentary to meet the length requirements.=

· The Literature Review section skillfully weaves relevant sources in the Literature Review section and throughout the paper. The paper must cite a minimum of 10 sources, 5 must be from peer-reviewed journals. Do Not Use Wikipedia or Yahoo Answers, Blogs, etc.=

· Includes discussion of Data Collection plan, all Collection Instruments, and/or interview scripts.=

· Explicates the methodologies used for Data analysis with the findings of your research, if applicable-=

· Discussion/Concluding paragraphs sum up pertinent information, reiterates themes of the thesis, leaves the reader with a call to action and something meaningful to remember =

PART B:

Write a comprehensive review/ report of your other member’s work, including every section of the proposal. If you both agree, you can find a better way of doing this together. Remember to prepare a report to indicate what we’re missing in your colleague’s work, in addition to areas that need improvement.

Please, note that I need your own work (to be attached here) and the report you do on your colleague’s work. You can reply here/ attach the REPORT on your group member’s work here or email it (the report) to me.

To Everyone:

When you receive your report, be sure to update your proposal before you do the final submission.

Thanks

1

#FITSPIRATION: IS IT HELPING OR HURTING?

#Fitspiration: Is it helping or hurting?

How the increase in social media fitness influencers affects

Millennials’ dispositions of their health

Alexis Belezos

Lasell University

MGMT 702: Research Methods

Dr. Raymond Obeng

March 7, 2021

Abstract

Social media has become an extremely prominent aspect of millennials’ lives in today’s era. Instagram, owned by Facebook, has worked its way up to be the third most popular social media platform, following Facebook and YouTube (Suciu, 2019). As the platform’s popularity has increased, Instagram ‘Influencers’ have used their page to promote their businesses or personal brands to their niche followers. This study will examine the extent of how fitness influencers have affected millennials’ dispositions of their own health and will identify what extent of female millennials are influenced. This mixed study will focus on data from quantitative survey research and qualitative interviews and focus groups. The data will then be collected and analyzed to help determine whether fitness influencers are helping or hurting female millennials’ mental health body image. Fitness influencers often use their platforms to sell workout packages, meal plans, or promote health products like protein powder or workout equipment, so this study will also be helpful marketing research because it determines how likely Instagrammers in the fitness community are apt to purchase based off influence.

Chapter 1: Introduction

Statement of the Problem

Constant exposure to highlight reels of influencer’s lives is causing female millennials to think differently about their own lives. In 2019, Instagram was said to be the social media platform with the highest user growth, rising 20% from April 2018 to June 2019. This growth is said to be connected to the fact that Instagram is a photography and video-based platform, and visuals are processed 60,000x faster in the brain than text (Suciu, 2019). Instagram has an active 1 billion users and the highest percentage of users fall within the millennial generation at 33%, and 59% of overall Instagram users are female (Tankovska, 2021). Instagram influencer user accounts like photographers, make-up artists, travelers, models, and even pet dog pages have taken over users’ feeds, but the Fitness Instagram community is one of the largest and most engaged niche communities. This influencer community consists of models, personal trainers, body builders or just plain old gym rats who love to challenge their bodies. Millennials live in a world of constant hypoconnectivity and comparison and this could potentially affect the way they see their own lives and look at their own bodies. This study will define what a social media influencer is and will use the Social Comparison Theory to examine what kind of affect fitness influencers have on millennials dispositions of their own bodies and health routines.

Significance of the Study

The amount of influential content that Instagram users absorb can have an effect on their frame of mind regarding their own lives. Specifically, the content that female millennials see on social media can have a great impact on their opinions regarding their bodies and health routines. For example, if a female millennial’s Instagram feeds is filled up with photos, videos, and product promotion loaded with captions and information on why she should be more healthy or what routines she needs to adjust to get to the ‘Instagram worthy’ level of fit, does that content affect the way she sees herself? Does the fitness influencer’s content help motivate her to achieve her health and fitness goals, or does it hurt her body image? Understanding how the Social Comparison Theory works and how it relates to modern day social media usage will determine the extent of effects on users from influencers (Cherry, 2020). Acknowledging the extent of influence that influencers have on the average female millennial Instagram user is important for both marketing purposes and user’s health. Understanding if female millennials are influenced enough to change their routines based on Instagram content determines whether they would be apt to buy into sponsored marketing as well. This research will guide health and wellness companies’ marketing tactics, budgets, and strategies, and might even be enough reason to adjust their product line. At the same time, this study may lead to a connection in female millennial health issues like body dysmorphia and eating disorders, or mental health problems like anxiety and depression.

Research Questions

The main research question of this paper is to determine the following, “Does social media’s fitness culture have an effect on female millennials?” Specific research questions are:

RQ1: What proportion of female millennials are influenced to change their health routine after being impressed by fitness influencers?

RQ 2: To what extent do social media fitness influencers affect millennials’ dispositions about their health?

Theoretical Framework

A well-known theory used while researching the connection between social media and its users is called the Social Comparison Theory. This theory explains why we compare ourselves to others and the different types of social comparison Social Psychologist Leon Festinger was the founder of the Social Comparison Theory. He stated that “we have an intrinsic desire to assess our progress by comparing ourselves to others.” (Cherry, 2020). The process works when people evaluate themselves by comparing their own attitudes, abilities, and traits to others. The theory argues there are two kinds of social comparison- the ‘Upward’ and the ‘Downward’. Upward comparison is when you compare yourself to someone you believe to be better off than you, while the downward comparison is when you compare yourself to someone whom you believe you are better off than (Poling, n.d.). Because of the nature of social media platforms highlighting people’s lives, it is extremely easy to fall into upward comparison when engaged on them. Many studies have stated that upward comparison has resulted in decrease in self-esteem, especially when looking at social networking sites (Stangor et al., 2015). The Social Comparison theory explains the hypothetical phenomenon of when you’re having a bad day at work and you log onto your Instagram only to see your friends going on work promotion trips, buying new houses and going out to fancy restaurants. You’re likely to think “Why can’t that be me?” This study will use this theory as the backbone to design descriptive surveys, interviews and focus groups to help explain how female millennials might be influenced to feel a certain way about their own health and body image from fitness influencer content.

Chapter Summary

The research conducted in this project will be significant in learning about how female millennials view their own bodies after viewing fitness influencer content. Fitness influencers have grown to be one of the largest communities on the platform. Their content consists of workout routines, diet plans, collaborations from partnerships with health, fitness, and wellness companies, and a lot of photos of their bodies in bikinis or athletic clothing. The social comparison theory will help determine whether the fitness communities target audience, female millennials, are affected and to what degree. This information will be significant to understanding how female millennials use the platform and determine their buying habits as well. If they are likely to change their health routines based on influencer’s influence, then they are likely to purchase brands these influencers partner with too.

Chapter 2: Literature Review

The chapter reviews the literature regarding social media platforms, specifically Instagram, and the affect Instagram influencers have on female millennial users. The first sections dive into defining what an influencer is, what they do, and who they connect with. Secondly, we examine how these influencers affect the perception of the beauty norm. The third section will introduce the Social Comparison Theory and focus in on the Downward and Upward Social Comparisons. The last section will look into whether social media influencers are helping or hurting millennial’s dispositions about their health and wellbeing.

Social Media Influencers

Social media influencers are the newest version of endorsement marketing. They used to be well-known celebrities, but in the era of social media, they have turned into everyday folks like you and me. They gain credibility by creating a large following and number of ‘likes’ and then become endorsed or sponsored by a variety of different brands. They create eye-catching content promoting these brands, or sometimes even their own. Their goal as an influencer is to gain a high following and even higher brand recognition to bring in customers and profits to a brand (Glucksman, 2016). Influencers work to shape audience’s attitudes, opinions, wants, and desires through social media platforms including Instagram, Twitter, Facebook, TikTok, blogs, etc. They are the best connection to SNS consumers because of their candidness and openness with their audience (Buyer, 2016). “Influencers gain the trust and friendship of their followers by designing body-shape focused visual content and targeted communication techniques” (Pilgrim & Bohnet-Joschko, 2019).

Sixty percent of Instagram’s users learn of a new brand, product, or service through the platform, not only due to the sponsored posts or shop feature, but via influencer posts (Suciu, 2019). Instagram statistics show that the largest generational community to use the platform is the millennials, falling from ages 24-35, and more than 56% of females use it, meaning that the majority of brands and influencers seek out female millennial users (Tankovska, 2021). Understanding influencers is important to gaining a better understanding of how their content affects female millennials dispositions about themselves and how it transforms the standardized beauty norm.

Standardized Beauty Norm

For years, the definition of beauty has changed based on society’s exposure to media. A global beauty norm is also known as “mass mediated images of men and women whose bodies have startling similarities” (Lockhart, 2019). In the era of social media, the beauty norm has become aligned with what the fitness community, one of the largest and most well-known social media communities, shows their followers. These influencers are what is known in the Instagram community as the “#Fitspo”, a shortened term for fitness inspiration influencers. As a collective community and through millions of their posts regarding their physical appearance, body image, workout routines, and diets, they have created a new standard body type for women: toned legs, flat stomach, perky glutes, and small arms. In one study, data showed that women’s preferred body image had smaller silhouettes (Zaccagni et al., 2020). Studies have shown that repeated exposure to this type of media content “leads viewers to begin to accept media’s portrayals of the female body as representations of reality,” meaning that the more fitness influencer accounts there are, the more their body types are seen as the defined beauty norm for all females. (Lockhart, 2019). As the fitness community on social networking sites grows larger and stronger, so does the amount of content show off this new beauty standard. More easily influenced users see this content more often, and are more likely to compare themselves and their body to what they see on the sites.

As we are able to network globally via these social applications, especially

Instagram – a picture based social media platform, we can subsequently share our

standards for beauty. The emergence of a global beauty norm or “mass-mediated images

of men and women whose bodies have startling similarities” (Leibelt 2018) is evident in

the fitness or #fitspo community on Instagram, which originally began as a small facet of

the platform and has rapidly become a large independent industry.

Social Comparison Theories

Social comparison makes up a large part of our self-concept and self-esteem. The Social Comparison Theory explains how we portray ourselves when compared to others and how it affects our mental health, self-esteem, and how we treat ourselves and others. The Social Comparison Theory is made up of two sub-sections- The Upward Theory and the Downward Theory (Cherry, 2020). These subset theories are based on comparing yourself to others, but one is correlated to make people feel better about themselves, and one usually leaves them feeling worse. The Downward Social Comparison Theory occurs when a person tries to create a positive concept of themselves through favorable comparisons based on others who are ‘worse’ off than they are. These comparisons lead people to feel more hopeful about their own outcome (Stangor et al., 2015).

The Upward Social Comparison Theory is subconsciously practiced most often, especially in use of social media. The Upward is when a person compares themselves to those who they see as better off than them. Examples are when people compare themselves to others with more money, better clothes, better cars, or in this study’s case, better health routines and physical appearance. The Upward Social Comparison Theory can be used to explain how female millennials determine their own self-concept after being exposed to Instagram influencers content. Studies show that most often after viewing Instagram influencer content, a subject’s well-being (SWB) has decreased (Lockhart, 2019). Influencers are hired to post only the greatest aspects of their life from the gourmet food they’re eating to the luxury brands they wear, avoiding real life scenarios. Because of this, when a user views this content, they compare these amenities to their own lives and feel less worthy, depressed, and as though their own lives aren’t good enough (Verydun et al., 2020).

Consequences for Social Comparison

Due to the increase of social networking sites (SNS), the rise in social comparisons has increased at an alarming rate. Many studies have been done to determine whether these online platforms correlate with online social comparisons and if those comparisons are negative, neutral, or positive. Social comparisons are not practiced by all users, though. Studies show that there are two classes of predictors of social comparisons on social networking sites and they are based by who uses the sites (Verydun et al., 2020). This is ultimately determined by user’s motivators in using the sites and their personality. Together, these predict whether the user will practice upward social comparison, which usually leads to depression and a low self-esteem.

There are different types of consequences that result from social comparison on SNS. Studies have shown that users are more likely to have positively correlated consequences if their comparisons are associated with opinions rather than abilities, and if the comparison is a downward comparison rather than upward. A downward comparison does not negatively affect the subject’s well-being because it usually leads to feelings of inspiration (Verydun et al., 2020). Rather, the upward theory is the most common and hard to avoid on social media sites. A psychologist study that spoke with social networking site users concluded that “given the “highlight reel” nature of Facebook, it is almost impossible to avoid upward comparisons, and these upward comparisons can cause a person to feel dissatisfaction, desperation, and even depression. When all a person sees from his friends are their weddings, children, promotions, and their ability to deal with adversity without losing their composure, he may wonder where in life he went wrong” (Poling, 2020).

Chapter Three: Methodology

This chapter includes details on how the researcher will conduct the qualitative and quantitative studies. The purpose of these studies is to understand the way that female millennials interact with social media influencers, specifically in the Instagram fitness community. The following will introduce research methods that will help to answer not only how many are affected, but whether female millennials are negatively, positively, or neutrally affected by the content that influencers posts. Finally, the research will discover whether social media fitness culture’s change female millennial’s dispositions regarding their health routines and body image.

Research Design

This study will be conducted using a mixed methods research strategy. A mixed methods research strategy means there will be a combine use of qualitative and quantitative data to help answer research questions. Mixed Method strategies are often used when researching behavioral sciences (Lopez-Fernandez & Molina-Azorin, 2011). This study will be conducted to understand the behavioral science between female millennials and social media influencers. It will dive deep using interviews and questionnaires to gain a better understanding of how female millennials feel about their own bodies and health routines after consciously viewing fitness influencer content regarding body image, beauty, weight, fitness, health, physical activity, and diet.

Research Tradition

The study methods will be based off of the research tradition, case studies. Case studies are investigations into individual circumstances. They can focus on a single individual, single event, or a business or a group. Case studies give an in-depth analysis of the topic of study after much observation and many interviews. Advantages to case study methods include its relativity to all parties involved. Participants are interested in the outcome so they want to give the best responses they can. In this study, female millennials are likely to be activity involved because the study’s conclusion directly reflects their lives. Case studies are also very inexpensive, something that is always an advantage to any project. Interviews are minimal cost, and can balance out costs for data analysis software, survey platform subscriptions, etc. A disadvantage to case study research is how much time and effort the researcher must put in to collect the data. Interviews and observations can be time consuming, rather than surveys being sent out and doing most of the work for them. Luckily, this project will not have a large sample to interview and will use analysis software to do most of the coding and categorizing itself (Gaille, 2018).

Population and Sampling

This study explores female millennials’ own body dispositions after viewing Instagram fitness community influencer content. Millennials are most commonly considered to be between the ages of 18-34 years old and in the United States, which makes up about 75 million US citizens (‘So How Many Millennials Are There in The US Anyway?’, 2020). This study’s subjects will consist of female millennials that are involved and engaged in the fitness Instagram community. The desired sample size for this study will be 25. All 25 subjects will be used for the questionnaire, but only 15 will be used for the interview portion of the research. Qualitative data is more accurate with less, more detailed responses while quantitative data thrives off of a larger quantity of responses (‘Survey Questions 101’, 2020).

Data Collection

Instruments

There will be two forms of data collection in this research. One will come from qualitative one-on-one interviews, where the interviewed female millennial will answer questions prompted by the researcher. The research will be conducted by collecting both normal and categorial data.

Procedure

The researcher’s interview questions will be designed to answer questions based off the research questions and to find truth to the proposal’s hypothesis. The questions will be guided based off of information stated in the literature review, including the population’s Instagram usage and their personal feelings toward themselves and their health routines. These questions will be more personal than the questions sent out in the online questionnaire, and will give participants the chance to dive deeper into their answers for further insight. This data collection is great for the researcher to clarify answers rather than leaving them up for interpretation and to collect a more informative insight on the subject’s well-being. The interview will run for about thirty minutes, although will not be timed to ensure a full understanding of the subject’s information. Interviews will be recorded and notes will be taken by the researcher regarding the participants answers, body language, and reactions to the prompted questions. Interviews will be conducted throughout the time that the questionnaires are sent out.

The other form of data collection will come from an online survey sent out to a larger sample of female millennials. This online survey will ask more generic questions about female millennials social media usage including habits and time spent, and will ask them to reflect on how they feel before and after they view photos inspired from fitness influencer’s content. The survey will be sent out with the expected return due date being one month. The online survey will remain anonymous, hopefully prompting participants to give their honest feedback. There will be 15-20 questions in the survey, ranging from multiple choice, open ended questions, and likert scale questions (‘Survey Questions 101’, 2020).

Data Storage

Following interviews, the researcher will listen to the recording and create a transcript. The transcript will be stored on the researcher’s computer where only the researcher and the researcher’s team will have access to it. The UCL Research Data Services Policy suggests that data be “retained for a minimum of ten years after publication or public release” (Shetty, 2020). The questionnaire’s data will be gathered and stored on an excel sheet. Alike with the interview, the questionnaire data will be stored for 10 years on the researcher’s data storage unit as well. The information will be stored in GoogleDrive, so practicing teammates can view information or add to analysis.

Data Analysis

Analyzing the data is extremely important to the success and conclusion of your research. “Proper analysis also makes it easy for other people to understand exactly how you reached your various conclusions about your participants and will make your results much more trustworthy” (Mortensen, 2020). The researcher for this project will use thematic analysis and NVivo software to properly analyze qualitative interviews and quantitative questionnaire data.

Qualitative Data Analysis

A thematic analysis works to “identify patterns of themes in the interview data” (Marx, 2020). Thematic analysis uses six steps ranging from familiarizing yourself with the data, assigning codes, identifying patterns, and defining themes. It is important that these results are completely transparent, regardless if they oppose your original hypothesis.

Quantitative Data Analysis

To analyze the questionnaire, the researcher will use a software. Using software for data analysis has benefits including boost in research credentials, saving time, and analyzing a large majority of research. The specific software the researcher will use is called NVivo. NVivo is known for supporting mixed methods research, specifically survey responses and social media (Obeng, 2020) The software will be able to categorize responses by type of question for analysis. For example, close-ended questions (i.e. multiple choice and likert scale) can be easily coded and respondents can be categorized based on their code assigned from their response. Open-ended questions (i.e. “Tell me about..” or “Why/How?”) can be analyzed using a more qualitative strategy, as it is designed to produce a thoughtful answer. These analysis’ will help the researcher to identify trends in coded responses and understand trends in female millennials social media usage and their body image disposition before and after viewing influencer content.

Validity, Reliability, Generalizability

The research involves personal touchy subjects including female millennials body image and dispositions regarding their health routines. Because of the sensitive nature of the data collection, the researcher will declare in a privacy policy that her team will only have access to the data, and subjects’ will always remain anonymous meaning their names from interviews will be changed if specific quotes need to be addressed in the research analysis or conclusion. It is important to have accurate responses, so the researcher will ask subjects respond truthfully and honestly and ensure them they will not be judged based on responses.

In the survey, there will be photos and videos of content posted by fitness influencers. These questions will be used to trigger the Social Comparison Theories and determine the overall correlation between female millennials and these images. In order to ensure there will be no legal action taken against the researcher for using the influencer’s photos, the survey will include a disclaimer prior to the questionnaires start and will properly cite each image used.

Protection of Human Subjects

In order to protect the human subjects used in this research, the U.S. Laws and institutional policies regarding research with human subjects. The researcher will remain ethical throughout the duration of the study, including data collection, analysis, and conclusion. There will be no information released that will identify the subjects and no information regarding the subjects’ responses will be released at any time, during or after, to anyone not permitted. After ten years of data collection, the data will be deleted, destroyed, and no further protection policies will apply to the subject’s privacy.

Chapter Four: Discussion

It is expected that the research will unveil correlations between female millennials and the fitness influencer community. The research should uncover the whether the affects from influencer content are positive, neutral, or negative and whether they are affected due to the Social Comparison Theory. The researcher will use insight from interviews and surveys to categorize feelings regarding participants own health disposition and determine whether their health routines change after viewing fitness influencer’s content. This study will be essential to understanding female millennials body image and mental health issues and also for health and wellness industry marketers. The data from this project will determine how much influence fitness influencers have on their target by understanding how they feel and how they change their routines. The researcher hopes to prove his hypothesis wrong that the influencer content has a negative impact on female millennials, and hopes to learn that the content leads to motivation and a healthier lifestyle.

References

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