Are consumers using gym memberships and consuming protein products in order to create the perfect body so that they can project this image on social media?

Kelly, Brian (2018) Are consumers using gym memberships and consuming protein products in order to create the perfect body so that they can project this image on social media? Masters thesis, Dublin, National College of Ireland.

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Abstract

The main purpose of this research was to explore the links between gym use, the consumption of protein products and social media usage in the projection of the perfect body image. The thesis evaluated the number of gym users who used protein products and social media and found that body builders and recreational gym users consumed more protein and used social media more than other groups. In determining the reasons for the use of gyms, the consumption of protein products and social media usage, it was found that participants (particularly men) consumed protein for confidence reasons. Large numbers of participants took gym selfies although more women engaged in this practice than men.

While evaluating the commonalities and differences in regard to the online behaviour of protein consumers, this work found that high numbers of both men and women were influenced by the behaviour of their online friends and they both tended to share and like images of protein products. Women used the selfie as a form of communication and a way to attract attention more so than men.

Even though this work understands that the gender binary is problematic it found that an evaluation of the commonalties and differences in identity goals between genders was important due to the changing target market segments of protein companies. Evidence revealed that both sexes were seeking physiques that were both lean and muscular that were almost impossible to obtain.

100 male and 100 female gym users who consumed protein participated in a quantitative questionnaire. Statistical analysis was carried out by the use of Microsoft Excel. A combination of primary research and an engagement with a large body of past literature lead to the above findings that can be used to help protein companies and gyms to better understand the behaviour of gym users and market protein products to a number of desired market segments. An idea for a potentially lucrative business was also revealed by the researcher.

Item Type:	Thesis (Masters)
Subjects:	B Philosophy. Psychology. Religion > Psychology > Body image H Social Sciences > HF Commerce > Marketing > Consumer Behaviour Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	30 Oct 2018 17:21
Last Modified:	30 Oct 2018 17:21
URI:	https://norma.ncirl.ie/id/eprint/3367

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