Fitness-based social media is growing in popularity, however its effects on exercise motivation and behaviour are underexplored in men. A cross-sectional design was used to investigate this in 224 male social media users (mean age = 32.76, range = 18–50, 81.8% White) in the UK. Questionnaires on social media use, (Overall, Platform and Fitness Social Media Use) and exercise (Motivation, Frequency and History) were completed. Results showed that Fitness Social Media Use was significantly positively associated with Exercise Frequency (number of exercise sessions per week) but not Exercise History (length of time consistently exercised for). Overall Social Media Use was significantly negatively associated with Exercise History. Fitness Social Media Use was more strongly associated with autonomous motivations (rather than controlled). Findings suggest fitness social media use may be associated with short-term, but not long-term exercise behaviour, but its links to exercise motivation are complex and likely bidirectional.
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