Promoting dietary self-efficacy through social support: An application to online weight-loss communities

Author:

Gallin Steffie1,Balbo Laurie2,Lichtlé Marie-Christine3

Affiliation:

1. Montpellier Business School, France

2. Grenoble Ecole de Management, France

3. Universite de Montpellier, France

Abstract

An increase in the number of individuals trying to lose weight has enabled the development of online weight-loss support communities (Weight Watchers, Dukan, etc.). This research aims to study whether and how social support in these communities affects dietary self-efficacy to improve individuals’ food well-being. After an initial qualitative study with 25 community users, we formulated hypotheses and tested them in a quantitative study involving 335 users. The results show that social support contributes to dietary self-efficacy through two sequential mediators: identification with community members and motivation to comply with group norms. Our analyses also show that nutritional knowledge moderates the relationship between motivation to comply and dietary self-efficacy. The results of these two studies enrich the literature on online communities and allow us to suggest managerial recommendations for administrators of these communities and health professionals.

Publisher

SAGE Publications

Subject

Marketing

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