Obese customers’ fitness goal disclosure on social media: exploring weight-loss image sharing on emotions and healthy lifestyle aspirations

Singh, Gurmeet and Sharma, Shavneet (2022) Obese customers’ fitness goal disclosure on social media: exploring weight-loss image sharing on emotions and healthy lifestyle aspirations. European Journal of Marketing, S1 . pp. 1-30. ISSN 0309-0566

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Abstract

Purpose – Obesity is today’s most neglected, yet blatantly visible, public health problem. This study aims
to examine the role of social media and goal-directed behavior in motivating healthy lifestyle intentions for
customers experiencing obesity. It investigates the distinct roles of self-conscious emotions (shame and pride)
and weight-transformational posts shared by others on social media as moderators of these relationships.
Design/methodology/approach – The conceptual model uses the goal-directed behavior theory and social comparison theory, tested using data collected from 804 obese customers in Fiji through an experimental design.
Findings – Weight-loss transformation posts by others on social media, elicit distinct emotions for obese customers. Obese customers who felt guilt and shame due to shared weight-loss transformation posts showed a stronger association between goal disclosure and healthy lifestyle intention. In addition, the association between goal disclosure and healthy lifestyle intention is conditionally mediated by goal commitment, specifically for those obese customers that elicited guilt over shame due to shared weight-loss transformation posts by others on social media.
Research limitations/implications – Despite the adoption of an experimental design using a fictional stimulus being a commonly used method in marketing studies, external validity issues are likely. Also, this study examines obese customer behavior relating to Facebook. In addition, data collection for this study has been done from a single country perspective. Therefore, caution needs to be exercised when generalizing the findings of this study.
Practical implications – The findings assist businesses and marketers in the health and fitness industry to better leverage social media and goal-directed behavior and understand the emotions of obese customers to undertake data-driven precision marketing strategies.
Originality/value – The findings provide novel insights into goal disclosure and commitment, electronic word-of-mouth on social media platforms, self-conscious emotions and healthy lifestyle intentions for customers experiencing obesity.

Item Type:	Journal Article
Uncontrolled Keywords:	Health lifestyle intention; social media; social comparison; goal disclosure; goal commitment; self-conscious emotions; obese customers
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	29 Jul 2022 00:42
Last Modified:	29 Jul 2022 00:42
URI:	https://repository.usp.ac.fj/id/eprint/13525

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