You Are Who You Follow: the Impact of Fitness Influencers on Food Consumption and Identity

This paper builds on prior consumer research relating to food and identity construction. By looking at how online fitness influencers, impact the food consumption and identity, of young millennials in the U.K. it is evident that participants were influenced by online fitness influencers, in negotiating their self and collective identity.


Amandeep Takhar, Thomas Magede, and Jennifer Walker (2020) ,"You Are Who You Follow: the Impact of Fitness Influencers on Food Consumption and Identity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1228-1228.


Amandeep Takhar, De Montfort University, Leicester
Thomas Magede, De Montfort University
Jennifer Walker, De Montfort University


NA - Advances in Consumer Research Volume 48 | 2020

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