Challenges are one of the most common strategies used by Opinion Leaders on Social Media to engage users. They are often found in different areas; in the Health field, the use of challenges is growing, namely through initiatives aiming at eating behaviour change. Instagram is considered to be one of the most used Social Media applications to develop these initiatives, allowing Opinion Leaders to communicate and engage with their online followers. Despite this scenario, little is known regarding how Health Challenges are being used and what is their impact on behaviour change. Previous research has already shown how Opinion Leaders use Instagram to promote eating behaviour change. The purpose of this paper is to conceptualize, describe and discuss Social Media Health Challenges, aiming to analyse Instagram challenges on healthy eating. The study was organized in two phases: the first one is a literature review based on Prisma method that supported the conceptualisation of Social Media Challenges and the design for the second phase where Social Media Health Challenges of Opinion Leaders, such as Nutritionists, Health Lifestylers and Patient Opinion Leaders (POLS) were analysed. Results showed that most of the challenges are promoted by Patient Opinion Leaders and Health Lifestylers. Followers adhere to Social Media Health Challenges related to weight loss, engaging with Opinion Leaders. The psychological-cognitive components (such as habits, motivation, and self-control) were found in the analysed challenges, and Instagram is one of the used tools to promote these Initiatives. These results point to new paths regarding future research on other behaviour change online initiatives.

中文翻译：

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你准备好迎接挑战了吗？社交媒体对行为改变的健康挑战


挑战是社交媒体上意见领袖吸引用户最常用的策略之一。它们经常出现在不同的地区；在健康领域，挑战的使用越来越多，即通过旨在改变饮食行为的举措。 Instagram 被认为是制定这些举措时最常用的社交媒体应用程序之一，使意见领袖能够与其在线关注者进行沟通和互动。尽管存在这种情况，但人们对如何使用健康挑战及其对行为改变的影响知之甚少。之前的研究已经展示了意见领袖如何利用 Instagram 来促进饮食行为的改变。本文的目的是概念化、描述和讨论社交媒体健康挑战，旨在分析 Instagram 对健康饮食的挑战。该研究分为两个阶段：第一个阶段是基于 Prisma 方法的文献综述，支持社交媒体挑战的概念化，以及第二阶段的设计，其中意见领袖的社交媒体健康挑战，如营养学家、健康生活方式者和对患者意见领袖 (POLS) 进行了分析。结果显示，大多数挑战是由患者意见领袖和健康生活方式倡导者发起的。追随者关注与减肥相关的社交媒体健康挑战，与意见领袖互动。在分析的挑战中发现了心理认知成分（例如习惯、动机和自我控制），而 Instagram 是促进这些举措的常用工具之一。这些结果为其他行为改变在线举措的未来研究指明了新路径。