Swipe to sweat: The role of social media engagement and physical activity participation among students at a South African university

Abstract

The rapid increase in social media use is considered a potential contributing factor to sedentary lifestyles among university students, thereby limiting their ability to meet the World Health Organisation’s physical activity (PA) recommendations. However, research has produced conflicting evidence regarding the influence of social media on PA participation among the youth. This study explored the role of social media in PA participation among undergraduate students at a university in the Western Cape of South Africa. A qualitative approach using online, semi-structured interviews was employed with eighteen (n=18) undergraduate students. Interviews were audio-recorded, transcribed and analysed using inductive thematic analysis. Themes and subthemes were coded and generated via Atlas Ti. V8. Five themes emerged from the analysis: social media classifications, engagement time, advantages, disadvantages and student preferences for PA media content. The students used several social media platforms such as Instagram, Facebook and YouTube for communication, education and staying connected. Media engagement levels varied, with some students spending up to 10 hours daily on these platforms. The students recognised numerous advantages of social media, such as efficient communication, access to information and motivation for PA participation. However, several drawbacks were acknowledged, including misinformation, unrealistic body standards, cyberbullying and addiction. In general, the students expressed preferences for social media content related to diet, muscle gain, PA and mental health, particularly favouring video-based formats for learning. Results highlight that social media could positively enhance PA levels through communication, information dissemination and motivation. However, to limit misinformation, unrealistic expectations, cyberbullying and addiction, it is recommended that universities offer students clear guidelines and advice on responsible social media use, with a focus on reliable, worthwhile and engaging PA information.