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This	research	proposes	to	understand	the	relationship	between	the	 self-exposure	of	physical	exercise	practitioners	on	social	media communication	 and	consumption.	To	this	end,	we	sought to	identify	the	motivations	 for	selfexposure	of	physical	exercise	practitioners	on	social	media;	identify	the	types	 of	products	consumed	that	are	related	to	self-exposure	on	social	media	and verify	the	influence	between	self-exposure	of	physical	exercise	practitioners	on	social	media and	consumption.	Qualitative	research	was applied,	aided	by	semistructured	interviews	and	by	the	projective	autodriving	technique.	Twelve	men	 who	 practice	 physical	 exercises	in	 gyms	were	interviewed.	 Three	 categories	 emerged	 from	the	results:	exhibitionism,	encouraging	healthy	living	and	personal	fulfillment	as	antecedents	for	the	self-exposure	of	physical	activity	practitioners	on	social	media,	and	the	consumption	of	food,	electronic,	sports	clothing,	applications,	and	software	products	was	identified,	as	a	way	to	help	the	best	 image	that	will	be	exposed.	Through	the	development	of	a	framework,	it	was	 found	that	the	self-exposure	of	the	image	influences	both	self-consumption	and the	 consumption	 of	 followers.	 In	 addition,	 the	 concept	 of	 conspicuous	 consumption	was	broadened	by	relating	the	exposure	of	the	conquest	of	the	fitness	 body	as	an	acquired	good	that	provides	social	status.

A AUTOEXPOSIÇÃO DE PRATICANTES DE EXERCÍCIOS FÍSICOS COMUNICADA EM REDES SOCIAIS E SUA RELAÇÃO COM O CONSUMO