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Fitness influencers on Instagram and their impact on the self body image - the phenomenon of fitness culture among young women and men
 Skaunicová, Dunia ; Rosenfeldová, Jana (advisor) ; Supa, Markéta (referee)
This diploma thesis titled: 'The influence of fitness influencers on the self-body image - the phenomenon of fitness culture amongst young women and men' deals with the phenomenon of fitness influencers on Instagram, whose content may affect its users' body image perception, self-perception, and self-conception. This thesis aims to theoretically introduce Instagram influencer marketing in the fitness field, with the focus on body image perception amongst their users and the evaluation of its psychological aspects. The sample contains people who actively exercise in the 20-30 age range. The analysis of in-depth interviews with 12 respondents was chosen as the methodology. After data collection, the interviews are subsequently thematically analysed using open coding and a categorical system. This thesis aims to find out why individual Instagram users consume selected content and how they perceive it. Perception is linked to gender optics, which examines whether users monitor and perceive content concerning gender influencers and, if so, why? Gender comparison compares different motives for tracking profiles and simultaneously reveals overlap in the perception of profiles by users within gender stereotypes. Another goal of this thesis is to present the results of the topics which showed the importance...
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