The Causal Impact of Social Media on Physical Activity: A Randomized Controlled Trial

• In Event: Social Media, Exercise, and Obesity

Abstract

Sedentary lifestyle among young adults is an escalating national epidemic. While online social media is a promising platform for health promotion, it remains unclear what mechanisms are responsible for the persuasive effects. This study examined what features of social media – promotional messaging or peer networks – can increase physical activity levels. In a randomized controlled trial, 217 students at a northeastern university were randomized to three conditions: basic online program for enrolling in weekly fitness workshops for 13 weeks; media condition that supplemented the basic program with promotional media messages; and a social condition that replaced the media content with a network of anonymous peers. Promotional messages moderately increased fitness workshop enrollment, while social networks significantly increased both workshop enrollment and self-reported physical activity. Social influence from anonymous online peers was more successful than promotional messages for improving physical activity. These findings have implications for health communication interventions.

Authors

• Jingwen Zhang, U of Pennsylvania

• Devon L. Brackbill, Annenberg School for Communication, U of Pennsylvania

• Sijia Yang, University of Pennsylvania

• Damon Centola, U of Pennsylvania