Body image as a persuasion tool on Instagram : a benchmarking analysis of brand strategies targeting young people

Abstract

This thesis examines how companies use body image representations on Insta-gram as part of their marketing strategies to influence the purchasing decisions of young consumers aged 18-25. Instagram has become one of the most influential platforms for brand communication. In addition, the strategic staging of bodies has emerged as a major tool for conveying values such as discipline, aspiration, transformation and belonging to the community. This study is based on a theoretical framework combining Kapferer's prism of identity, Festinger's theory of social comparison, and the concept of parasocial interaction developed by Horton and Wohl. Using a qualitative benchmarking analysis of ten Instagram posts (five from the Gymshark brand and five from MyProtein), the research identifies and compares the visual strategies used by a sportswear brand and a sports nutrition brand. These two brands are well established in their community and target a young adult audience. The results reveal that Gymshark primarily uses body imagery as a symbol of community and identity, activating mechanisms of upward social comparison and brand attachment. On the other hand, MyProtein positions the body as evidence of the product's effectiveness. The brand relies more on scientific credibility and the approval of elite athletes. The analysis suggests that community-based visual strategies generate significantly higher emotional resonance among 18–25-year-olds than performance-based or science-based approaches. These findings help to better understand how digital marketing practices play a role in identity construction, body image, and consumer behavior among young adults.