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In the present study, we investigated whether fitness-related Instagram (IG) use was associated with PA participation. We also explored whether exercise self-schema (i.e. viewing oneself as an exerciser and considering it important to one\u2019s self-image) and PA information seeking moderated this relationship. Higher fitness-related IG use was associated with more PA (moderate-to-vigorous PA: \u03b2\u2009=\u20090.31; total PA: \u03b2\u2009=\u20090.20). PA information seeking was associated with moderate-to-vigorous PA (\u03b2\u2009=\u20090.15), but did not moderate the relationship between fitness-related IG use and PA. For people with an exercise self-schema, fitness-related IG use was not associated with PA. For people without an exercise self-schema, PA participation was positively associated with fitness-related IG use (\n                    <jats:italic toggle=\"yes\">\u03b2<\/jats:italic>\n                    \u2009=\u20090.20). We discuss findings including how social media may be used to encourage PA participation among people without an exercise self-schema.\n                  <\/jats:p>","DOI":"10.1177\/13591053261484122","type":"journal-article","created":{"date-parts":[[2026,9,28]],"date-time":"2026-09-28T10:27:01Z","timestamp":1790591221000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["Fitness-related Instagram use and physical activity participation: A cross-sectional examination of the roles of physical activity information seeking and exercise self-schema among emerging adults"],"prefix":"10.1177","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2592-0474","authenticated-orcid":false,"given":"Stephanie M.","family":"Grace","sequence":"first","affiliation":[{"name":"University of Minnesota, Minneapolis, MN, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4172-7700","authenticated-orcid":false,"given":"Maureen R.","family":"Weiss","sequence":"additional","affiliation":[{"name":"University of Minnesota, Minneapolis, MN, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7730-4913","authenticated-orcid":false,"given":"Marla E.","family":"Eisenberg","sequence":"additional","affiliation":[{"name":"University of Minnesota, Minneapolis, MN, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6045-9484","authenticated-orcid":false,"given":"Dunja","family":"Antunovic","sequence":"additional","affiliation":[{"name":"University of Minnesota, Minneapolis, MN, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Daheia J.","family":"Barr-Anderson","sequence":"additional","affiliation":[{"name":"University of Minnesota, Minneapolis, MN, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2026,9,28]]},"reference":[{"key":"e_1_3_5_2_1","doi-asserted-by":"crossref","unstructured":"Amireault S Godin G (2015) The Godin-Shephard leisure-time physical activity questionnaire: Validity evidence supporting its use for classifying healthy adults into active and insufficiently active categories. 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