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How social media can help people lose weight

Date:
November 28, 2017
Source:
University of California, Irvine, The Paul Merage School of Business
Summary:
Sharing the triumphs and tribulations of your weight loss journey with other members of an online virtual support community plays an important role in achieving success, according to a new study. The study examines the role of virtual communities and public commitment in setting and reaching weight loss goals.
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Sharing the triumphs and tribulations of your weight loss journey with other members of an online virtual support community plays an important role in achieving success, according to a new study from the University of California, Irvine. Entitled "Weight Loss Through Virtual Support Communities: A Role for Identity-based Motivation in Public Commitment," the study examines the role of virtual communities and public commitment in setting and reaching weight loss goals.

"Our research finds that individuals are more likely to realize success with personal goals when they make a public commitment to attaining them," said Tonya Williams Bradford, study co-author and assistant professor of marketing at UCI's Paul Merage School of Business. "By sharing success and setbacks in virtual support communities on social media, we found people are achieving better results. This works especially well with goals like weight loss, where before and after images can be shared online with other community members."

Along with Bradford, the study was co-authored by Sonya Grier from American University and Geraldine R. Henderson from Loyola University Chicago, and is published in the Journal of Interactive Marketing. The research follows two weight loss groups, surgical and non-surgical, over a four-year period. Members of both weight loss groups utilized virtual support communities, like ObesityHelp.com and WeightWatchers.com, as part of their programs.

"Through our research we found public commitment, which is a declaration of a position, increases the likelihood of compliance to a course of action and is a key part of a successful weight loss plan," Bradford said. "When people seeking to lose weight join a virtual support community and share their plans online to attain their goals, they invite members to join them by offering encouragement in both words and actions. This exchange of online support facilitates adherence to the offline goal of losing weight. Public accountability is key."

The study also found that virtual support communities offer a unique environment that allows members relative anonymity, accessibility, availability and flexibility in how they represent themselves on their journeys. According to Bradford, it is the process of building community, and the co-creation of related outcomes that helps in keeping participants motivated and accountable.


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Materials provided by University of California, Irvine, The Paul Merage School of Business. Note: Content may be edited for style and length.


Journal Reference:

  1. Tonya Williams Bradford, Sonya A. Grier, Geraldine Rosa Henderson. Weight Loss Through Virtual Support Communities: A Role for Identity-based Motivation in Public Commitment. Journal of Interactive Marketing, 2017; 40: 9 DOI: 10.1016/j.intmar.2017.06.002

Cite This Page:

University of California, Irvine, The Paul Merage School of Business. "How social media can help people lose weight." ScienceDaily. ScienceDaily, 28 November 2017. <www.sciencedaily.com/releases/2017/11/171128113520.htm>.
University of California, Irvine, The Paul Merage School of Business. (2017, November 28). How social media can help people lose weight. ScienceDaily. Retrieved March 28, 2024 from www.sciencedaily.com/releases/2017/11/171128113520.htm
University of California, Irvine, The Paul Merage School of Business. "How social media can help people lose weight." ScienceDaily. www.sciencedaily.com/releases/2017/11/171128113520.htm (accessed March 28, 2024).

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