The Relationship between Health- and Fitness-Related Social Media Use and Consumers' Disordered Eating

Vivienne Schünemeyer; Gianfranco Walsh

doi:10.15358/0344-1369-2020-3-37

Contents
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- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial 2–2
- 3–7 Reflections of a Marketing Researcher 3–7
  - International Research Collaboration: Why I Love Germany Wayne D. Hoyer Wayne D. Hoyer
- 8–47 Research Articles 8–47
  - 8–36 When Less Is More: There Must Be a Comprehensible Reason for Using Incompleteness in Advertisements to Improve Brand Attitude Antonia Heberle, Heribert Gierl Antonia Heberle, Heribert Gierl 8–36
  - 37–47 The Relationship between Health- and Fitness-Related Social Media Use and Consumers' Disordered Eating Vivienne Schünemeyer, Gianfranco Walsh Vivienne Schünemeyer, Gianfranco Walsh 37–47
- 48–62 Forum Article 48–62
  - Judging a Book by Its Cover: Assessing the Comprehensibility and Perceived Appearance of Sign Language Avatars Sandra Pauser, Udo Wagner Sandra Pauser, Udo Wagner
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Marketing ZFP , page 37 - 47

The Relationship between Health- and Fitness-Related Social Media Use and Consumers' Disordered Eating

Autoren

Vivienne Schünemeyer Gianfranco Walsh

DOI
- doi.org/10.15358/0344-1369-2020-3-37
- ISSN: 0344-1369
- ISSN online: 0344-1369
Zusammenfassung

Health-related services shared through social media are enjoying considerable growth, particularly among young people, yet they have potentially detrimental outcomes for consumer well-being. This research undertakes an examination of literature pertaining to health-related social media use in an effort to explore its relationship with disordered eating in particular. In line with objectification theory, Study 1 affirms that viewing images and videos posted on health-related social media is positively associated with the level of people’s disordered eating. Furthermore, Study 2 clarifies that this relationship is mediated, as expected, by social physique anxiety, and it also is unexpectedly moderated by general social media use. That is, the relationship between viewing health-related images and videos and disordered eating is stronger among consumers who exhibit low and medium social media use rather than those with high social media use. The implications of these findings are relevant for both health-related service research and public policy.

Abstract

Health-related services shared through social media are enjoying considerable growth, particularly among young people, yet they have potentially detrimental outcomes for consumer well-being. This research undertakes an examination of literature pertaining to health-related social media use in an effort to explore its relationship with disordered eating in particular. In line with objectification theory, Study 1 affirms that viewing images and videos posted on health-related social media is positively associated with the level of people’s disordered eating. Furthermore, Study 2 clarifies that this relationship is mediated, as expected, by social physique anxiety, and it also is unexpectedly moderated by general social media use. That is, the relationship between viewing health-related images and videos and disordered eating is stronger among consumers who exhibit low and medium social media use rather than those with high social media use. The implications of these findings are relevant for both health-related service research and public policy.
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