Departamento de Gestão (DG)
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Browsing Departamento de Gestão (DG) by Author "Almeida, Ana Vitor Gomes"
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- From Likes to Lifts: The Shifting Landscape of Women in Fitness and the Impact of Social Media on Gym ParticipationPublication . Almeida, Ana Vitor Gomes; Pinheiro, Paula Sofia Neta VasconcelosIn a world where social networks dominate the online presence and where influencer marketing has become crucial for brand positioning, curiosity to understand whether the influence of social networks may motivate behaviours related to the practice of physical exercise arises. An evolution of both the body image associated with women and women’s perception of strength-based sports have had an impact in women’s participation in gyms and health clubs. Media representation, social networks and fitness influencers can be considered guilty of this shift in women’s perception of their own bodies and can also be pointed as reason for a shift in the weight room scenario.A review of the existing literature made it possible to understand that there is a lack of studies which focus on the behavioural shift in people who consume fitness related content on social networks. Through this analysis, it was possible to observe that studies tend to focus on purchasing intentions and decisions and not on behavioural patterns resulting from the type of content. In order to find out whether this behavioural change exists, and whether social networks influence it, interviews were conducted with technical directors and managers of gyms in various councils in the Viseu district, and questionnaires were sent to female gym-goers. By analysing the data obtained, it was possible to conclude that the increase in female participation in gyms is the result of a combination of the influence of social networks and societal changes.