000K utf8 1500 eng 2050 urn:nbn:de:gbv:8:3-2022-00825-9 2051 10.38071/2022-00825-9 3000 Döbel, Katja 3010 Gerlach, Paula 3010 Ingwersen, Lina 3010 Reinhardt, Christoph 4000 The Difference of Conspicuous Consumption between Gym and Home Workouts$dA Netnography based on Instagram Posts [Döbel, Katja] 4209 This study examines current developments of conspicuous consumption in the fitness community on social media. During the Covid-19-pandemic digital communities had to change as in-person events were canceled. This paper investigates the differences in conspicuous consumption for fitness content creators, depending on their workout location (gym vs. home workout). Through a netnography based on Instagram, posts and videos were qualitatively analyzed. While conspicuous consumption was present in both workout styles, it differed in its manifestation. Posts about gym workouts focused more unilaterally on the status of the content creator by using measurable goals, lighting, posing, and hashtags about their body parts. In contrast, home workouts focused on the status achieved through community building by showing training instructions for the followers and engaging in the comments. Social media users seem to be able to engage in conspicuous consumption with the fitness community through following content creators. 4950 https://doi.org/10.38071/2022-00825-9$xR$3Volltext$534 4950 https://nbn-resolving.org/urn:nbn:de:gbv:8:3-2022-00825-9$xR$3Volltext$534 4961 https://macau.uni-kiel.de/receive/macau_mods_00003274 5051 330 5550 Conspicuous Consumption 5550 Gym 5550 Home Workout 5550 Instagram 5550 Netnography