Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males

Abstract

This study explores the influence fitness micro-celebrities have on young British males. Content analysis of micro-celebrities Instagram pages and questionnaires with the followers identify the strong impact that micro-celebrities have on the purchase intentions, fitness routines and self-consciousness of young males. The Source Credibility, Attractiveness Model and Match-up Theory have been reviewed, with the focus on their relevance to the online environment. This research finds that Match-up Theory was applicable in an online environment however a number of characteristics that increase the credibility of an endorsement in traditional media did not have the same outcome on Instagram. The findings not only suggest the lack of relevance that existing celebrity endorsement models have on an online platform, but additionally identify several characteristics that play a more influential role in increasing the effectiveness and credibility of the celebrity endorsements on Instagram.

Keywords

• credibility models
• fitness
• instagram
• micro-celebrities
• young males