Fitness influencers in Chinese social media: Role models for youth or unattainable ideals?

The impact of fitness content consumed through social media has become a global concern in the context of body image formation. This article aims to provide a comprehensive assessment of how fitness influencers on Chinese social media platforms—WeChat, Xiaohongshu, Bilibili, and Douyin—affect users' body image perception, self-esteem, and motivation for physical activity. The study involved 2418 participants aged 18 to 25, all of whom were students at four universities in Beijing. Among women, higher sensitivity to appearance-related pressure and stronger internalization of the thin ideal were observed, reflecting this group's vulnerability to slenderness ideals often reinforced by social media. In contrast, men were more prone to the internalization of muscularity, highlighting gender-specific body ideals. At the same time, users who actively engaged with fitness-related content demonstrated higher levels of both intrinsic and extrinsic motivation. Regression analysis further confirmed that gender, frequency of exposure, social comparison, and body mass index (BMI) significantly influenced the formation of self-esteem. Qualitative analysis of interview data revealed that fitness influencers are perceived ambivalently, as both sources of inspiration and promoters of unattainable body ideals. • Social media significantly affects the self-esteem and motivation of Chinese youth. • Fitness influencers inspire but also promote unattainable body ideals. • The study underscores the need to cultivate a resilient and positive body image. • Results highlight reducing sociocultural pressure and appearance standards.