| Résumé : |
Today, using social networks has become a habit for almost everyone. Because of its attractive features, Instagram offers many possibilities and advantages for both users and influencers, making the platform addictive for some. Managers should therefore benefit from working with these influencers, choosing them carefully based on criteria such as expertise, reliability, experience, professionalism, and authenticity, particularly with a view to promoting certain products. In addition, the image-based nature of Instagram makes it much easier to promote a slim, muscular body, influencing users to achieve the same physique through various means. However, this leads to comparison with one's own body, which often results in negative feelings such as sadness, jealousy, or shame. A qualitative analysis was therefore carried out trying to understand in detail how Instagram addiction leads to negative feelings and inappropriate behavior, which in some cases can cause the compulsive purchase of dietarysupplements, even though these products are not suitable for everyone. |
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