ONLINE INTERACTION AND MOTIVATION TO EXERCISE

The growing prevalence of obesity and physical inactivity in the United States underscores the need to understand factors that support exercise adherence. This qualitative multiple case study examined how social media interactions within Facebook running groups influence motivation to maintain physical activity among adult female runners. Guided by Social Cognitive Theory, the study explored how online engagement affects participants’ perceptions of self-efficacy, knowledge acquisition, social support, goal setting, and management of facilitators and barriers to exercise adherence. Data collected through semi-structured interviews and participant-provided social media posts and analyzed using inductive coding techniques. Three major themes emerged: seeking connection through perceived similarity and knowledge sharing, accountability through online interaction (with a subtheme of motivation through social engagement), and addressing negativity within online communities. Findings suggest that positive online interactions enhance intrinsic motivation and accountability, while exposure to negativity can impede enjoyment and commitment if not effectively managed. Practical implications include designing digital health interventions that foster supportive online environments, encourage community goal setting, and minimize negative social dynamics. Recommendations for future research include expanding participant diversity and exploring online interaction effects across various physical activities. This study contributes to the understanding of how digital social support mechanisms can positively impact long-term physical activity maintenance.