Title: Influencer content strategy and cultural curation: Instagram promotion of fitness and health in Saudi Arabia

Authors: Tao Papaioannou; Marcos Komodromos; Abeer Moghiseeb

Addresses: Department of Communications, School of Humanities and Social Sciences, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus ' Department of Communications, School of Humanities and Social Sciences, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus ' Department of Communications, School of Humanities and Social Sciences, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus

Abstract: This study investigates how a prominent Saudi fitness influencer strategically curates digital content to navigate the local religious, cultural, and gendered contexts. Based on a thematic analysis of 150 Instagram posts, the research identifies three principal strategies: integrating fitness and nutrition guidance with Islamic observances; advocating for home-based, gender-appropriate exercise practices; and utilising bilingual (Arabic-English) communication to balance authenticity with global credibility. Framed within the concepts of cultural curation and influencers as cultural intermediaries, the analysis illustrates how global fitness discourses are selectively adapted to align with Saudi sociocultural values. The findings emphasise the influencer's dual role as a health promoter and cultural mediator, shaping aspirational fitness behaviours while reinforcing prevailing norms. By contextualising influencer strategies within broader discussions on digital branding and cultural adaptation, this study enhances understanding of how social media influencers negotiate the interplay between global and local dynamics in contemporary Saudi Arabia.

Keywords: fitness influencer; digital fitness culture; influencer branding; cultural curation; cultural intermediary; influencer credibility; influencer relatability; parasocial authenticity; religious norms.

DOI: 10.1504/IJEWE.2025.149695

International Journal of Environment, Workplace and Employment, 2025 Vol.9 No.3, pp.249 - 269

Received: 28 Jul 2025
Accepted: 19 Aug 2025
Published online: 10 Nov 2025 *

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