This study explores the influence of participation in online health and fitness communities on Instagram (#fitfam) on users' attitudes and behaviors towards health and fitness products. Analyzing data from 221 users through structural equation modeling, it finds that community engagement enhances health sensitivity and promotes healthier lifestyle choices, highlighting the supportive role of social media in fostering pro-health behaviors.
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Dessart, Laurence, and Maureen Duclou. "Health and fitness online communities and product behaviour." Journal of Product & Brand Management 28.2 (2019): 188-199.
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