Influencer Marketing and its Impact on Consumer Behavior: Instagram Influencer in the Fitness Industry
Tschirpig, Céline (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120927248
https://urn.fi/URN:NBN:fi:amk-2020120927248
Tiivistelmä
The objective and aim of this research-based thesis was to explain and analyze the influence of Instagram influencer on the consumer behavior. Hence the consumer behavior of consumers in different target groups may differ, the focus was on the consumers in the fitness industry. Furthermore, the boundaries were set as well for the influencer platform due to the huge variety of opportunities. For this research, the influencer platform used to analyze and explain the phenomena of influencer marketing, was Instagram. Therefore, the main research problem, which will be answered within the following chapters is: How do Instagram Influencer affect the consumer behavior in the Fitness industry?
In order to explain this research problem, the first chapter concentrate on the theoretical basics of the topic, explanations and definitions of influencer, principles of influencer marketing, platforms and consumer behavior. To be able to analyze and connect those different topics, I have carried out an online survey about Instagram influencer in the fitness industry for the empirical part of this thesis.
The research findings showed, that Instagram influencer in the fitness industry do have an impact on the consumer behavior, with some conditions, such as the need of trust or the fit of the product to the actual goals of the individual customer. Furthermore, the findings showed, that there is a relationship between different variables, which lead to the impact on the consumer behavior. Influencing the consumer behavior is a time intense process and the actual success of this influence is difficult to measure. Nevertheless, there are many different ways of how Instagram influencers can influence the consumer behavior of their followers, which are explained in this thesis. The empirical part of the thesis shows, that there is a clear trend and high chance for brands to use Instagram influencer in the fitness industry to increase their reach and raise their total sales, as well as increase the brand awareness.
In order to explain this research problem, the first chapter concentrate on the theoretical basics of the topic, explanations and definitions of influencer, principles of influencer marketing, platforms and consumer behavior. To be able to analyze and connect those different topics, I have carried out an online survey about Instagram influencer in the fitness industry for the empirical part of this thesis.
The research findings showed, that Instagram influencer in the fitness industry do have an impact on the consumer behavior, with some conditions, such as the need of trust or the fit of the product to the actual goals of the individual customer. Furthermore, the findings showed, that there is a relationship between different variables, which lead to the impact on the consumer behavior. Influencing the consumer behavior is a time intense process and the actual success of this influence is difficult to measure. Nevertheless, there are many different ways of how Instagram influencers can influence the consumer behavior of their followers, which are explained in this thesis. The empirical part of the thesis shows, that there is a clear trend and high chance for brands to use Instagram influencer in the fitness industry to increase their reach and raise their total sales, as well as increase the brand awareness.