Utilisation du réseau Instagram pour le « Soin de soi » : Quelles implications pour les interventions de marketing social ?
Among social media, Instagram is often positioned as being able to motivate self-care behaviors such as regular physical activity or a healthy and balanced food consumption. A qualitative study carried out initially identifies the perceived contributions of Instagram by young women users of this net...
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| Formaat: | Article ou chapitre numérique |
| Taal: | Français |
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2024
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| Online toegang: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Samenvatting: | Among social media, Instagram is often positioned as being able to motivate self-care behaviors such as regular physical activity or a healthy and balanced food consumption. A qualitative study carried out initially identifies the perceived contributions of Instagram by young women users of this network as well as their opinions regarding the contents and social interactions in this area. It is extended by the development and testing of a model whose results confirm that the congruence of content with the self and the perceived authenticity of interactions contribute to the motivation of perseverance in a self-care activity, through and respectively, activity-specific self-expansion and sense of community. The results also confirm that this authenticity and feeling motivate negative self-disclosures in order to receive or provide social support for behavioral change efforts. Overall, results lead to recommendations for social marketing interventions in terms of recruitment to the Instagram intervention account, editorial strategy and media engagement of those recruited, as well as for communities of practice around hashtags and private behavior change groups, or to counter communications relating to self-care but risky for health. |
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