Payame Noor University Communication Management in Sport Media 2345-5578 12 1 2024 10 22 The Effect of Viewing Instagram Posts with Emotional and Physical Benefits of Exercise on Exercise Intention, Emotional Satisfaction, and Recall The Effect of Viewing Instagram Posts with Emotional and Physical Benefits of Exercise on Exercise Intention, Emotional Satisfaction, and Recall 165 180 9330 10.30473/jsm.2022.64815.1646 FA Saeed Yousefi Ph.D. Student Sport Management, Sport Sciences Faculty, Tabriz University, Tabriz, Iran Fateme Abdavi Assistant Prof. of Sport Management, Sport Sciences Faculty, Tabriz University, Tabriz, Iran Yaquob Badriazarin Associate Prof. of Sport Management, Sport Sciences Faculty, Tabriz University, Tabriz, Iran Maryam Moghadam Assistant Prof. of, Rehabilitation Faculty, Tabriz, Tabriz University of Medical Sciences, Iran Journal Article 2022 07 17 In this research, the first study aimed to design and evaluate Instagram sports posts featuring captions that highlight the affective and instrumental benefits of exercise, accompanied by images, across eight separate conditions. The results indicated that the designed posts were appropriate for each condition. The second study employed a 2 x 4 experimental design, where participants in the eight conditions viewed the Instagram posts from the first study online. The findings showed a significant increase in exercise intention compared to baseline levels in both the emotional (t(71) = -5.45, p < 0.001) and physical (t(55) = -3.26, p < 0.002) educational conditions. Additionally, posts with affective and instrumental information generated higher emotional satisfaction and recall scores than other types of posts. Therefore, viewing informative Instagram sports posts with affective and instrumental captions was more effective in promoting sports participation than neutral, seductive, or purely textual posts. This study provides evidence supporting the use of caption-related affective and instrumental visual content in Instagram sports posts to motivate individuals to exercise. In this research, the first study aimed to design and evaluate Instagram sports posts featuring captions that highlight the affective and instrumental benefits of exercise, accompanied by images, across eight separate conditions. The results indicated that the designed posts were appropriate for each condition. The second study employed a 2 x 4 experimental design, where participants in the eight conditions viewed the Instagram posts from the first study online. The findings showed a significant increase in exercise intention compared to baseline levels in both the emotional (t(71) = -5.45, p < 0.001) and physical (t(55) = -3.26, p < 0.002) educational conditions. Additionally, posts with affective and instrumental information generated higher emotional satisfaction and recall scores than other types of posts. Therefore, viewing informative Instagram sports posts with affective and instrumental captions was more effective in promoting sports participation than neutral, seductive, or purely textual posts. This study provides evidence supporting the use of caption-related affective and instrumental visual content in Instagram sports posts to motivate individuals to exercise. https://sportmedia.journals.pnu.ac.ir/article_9330_670560c2983cfcf3ec0d3bb97cae12f3.pdf