BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2023

Date of Submission



Dr. Saima Bint-e-Saif, Assistant Professor SSLA, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


This thesis examines the negative impact of fitness influencers on the body image of their male followers in Karachi. Through a qualitative research design involving semi-structured interviews, the study explores the perceptions of male Instagram users in Karachi towards the content produced by fitness influencers and investigates the strategies that can mitigate the negative impact. The findings reveal that fitness influencers on Instagram play a significant role in shaping male body image, primarily through the promotion of idealized physiques and appearance-driven goals. The study highlights the influence of social comparison processes, with upward social comparison leading to feelings of inadequacy and downward social comparison providing some positive effects. The research contributes to the existing literature by focusing specifically on male body image in the context of fitness influencers on Instagram in Karachi. The study recommends the implementation of strategies to promote a balanced and realistic perspective on body image and foster a positive and inclusive fitness culture on social media platforms.



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