From Likes to Lifestyle: Predicting the Impact of Following Fitness Influencers on the Adoption of Healthy Habits in Saudi Arabia.

ABSTRACT

BACKGROUND:  The increasing popularity of fitness influencers on social media has the potential to significantly impact public health by promoting healthy behaviors. Understanding how these influencers affect the adoption of healthy habits among Saudi residents can provide insights into effective public health strategies. OBJECTIVE:  This study aims to quantitatively assess the influence of following fitness influencers on social media on adopting healthy behaviors among Saudi residents, focusing on socio-demographic factors, characteristics of influencers, and participants' perceptions. METHODS:  A descriptive, cross-sectional study with an analytical component was carried out from March 25, 2023, to August 15, 2023. The study included Saudi residents aged 18 and older who actively follow fitness influencers. Data was gathered through an online questionnaire and analyzed using descriptive statistics, Pearson's chi-square test, and logistic regression analyses to identify factors associated with positive health outcomes. RESULTS:  The study included 561 participants, revealing that marital status and residential region significantly influenced the adoption of healthy habits, with married participants and those from the Southern and Central regions more likely to report positive outcomes. Notably, engagement in physical activity more than three times a week and adherence to a healthy diet were strongly associated with positive health outcomes (p<0.05). Analysis of influencer characteristics showed that following fewer than 10 influencers and being unaware of their follower count were predictors of positive results with p<0.05. Specifically, 76.6% of participants experienced positive results after following health advice from social media, highlighting the impactful yet complex role of influencers in shaping health behaviors. Logistic regression analyses underscored the significance of socio-demographic factors, influencer characteristics, and participant perceptions in predicting the likelihood of experiencing positive health outcomes. CONCLUSION:  Following fitness influencers on social media can positively impact the adoption of healthy habits, moderated by socio-demographic factors and influencer characteristics.