Exploring fitness influencer content preferences among female college students in the southeastern United States.

Objective: To explore female college students' perceptions of fitness influencer content and interest in a social media-based physical activity intervention. Participants: Female college students from around a large southeastern university (ages 18-24) who were insufficiently physically active. Methods: A qualitative study was conducted: Part 1 included semi-structured interviews, and Part 2 was a focus group discussing Part 1 findings and reactions to a proposed physical activity intervention. Sessions were recorded, transcribed, and analyzed for themes. Results: Participants (N = 12; M_age=20.7 years; 75% White) reported daily exposure to fitness influencers and viewed them as reliable sources. In Part 1, participants preferred beginner-friendly, educational content from honest, relatable influencers and were less interested in misleading, appearance-based content. In Part 2, participants (n = 11) found the proposed intervention with social support appealing. Conclusions: Participants regarded fitness influencers as reliable sources of physical activity information and considered a social media-based intervention leveraging influencer content promising.