#malefitspo: Links between viewing fitspiration posts, muscular

Exposure to fitspiration content via social media can influence women’s body satisfaction and exercise inspiration, but fitspiration exposure has not been investigated in men. This study examined links between the frequency of viewing fitspiration content on Instagram, and men’s body satisfaction, appearance-based exercise motivation and health-based exercise motivation, and whether those relationships were mediated by muscular-ideal internalisation and/or appearance comparison tendency. Participants were 17- to 27-year-old Australian men who used Instagram (N？=？118). Frequency of viewing fitspiration content was not directly associated with body satisfaction or reasons for exercise. However, significant indirect pathways were observed through greater muscular-ideal internalisation and appearance comparison tendency. Viewing more fitspiration content was associated with greater muscular-ideal internalisation and higher appearance comparison tendency, which in turn was associated with less body satisfaction, more appearance-based exercise motivation and less health-based exercise motivation. Fitspiration appears to be more closely related to appearance than health in men