Social Media Marketing in Fitness: Impact on Visibility, Branding, and Consumer Behavior
Äyrämöinen, Erica (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052113984
https://urn.fi/URN:NBN:fi:amk-2025052113984
Tiivistelmä
This thesis explores the impact of social media marketing on visibility, and consumer behavior in the fitness industry, focusing on the role of fitness influencers. Social media platforms, especially Instagram and TikTok, have transformed fitness marketing by enabling influencers to engage with audiences and forming purchasing decisions. The research employs a quantitative research approach, collecting survey data from fitness influencers and fitness enthusiasts to analyze engagement strategies, trust dynamics, and the effectiveness of influencer marketing.
Key findings unveiled that authenticity and transparency significantly influence consumer trust, with 78.8% of respondents more likely to buy a product recommended by an influencer they see as credible. However, ethical concerns, such as undisclosed sponsorships and greenwashing, remain prevalent, impacting consumer confidence. Additionally, sustainability is emerging as a decisive factor, with 43.3% of respondents preferring eco-conscious fitness brands. The research highlights the growing need for influencers to balance promotional content with genuine audience engagement to maintain credibility and long-term influence.
The research contributes to the understanding of influencer marketing strategies, offering insights for fitness brands, marketers, and influencers on optimizing visibility and ethical brand positioning in a competitive digital landscape.
Key findings unveiled that authenticity and transparency significantly influence consumer trust, with 78.8% of respondents more likely to buy a product recommended by an influencer they see as credible. However, ethical concerns, such as undisclosed sponsorships and greenwashing, remain prevalent, impacting consumer confidence. Additionally, sustainability is emerging as a decisive factor, with 43.3% of respondents preferring eco-conscious fitness brands. The research highlights the growing need for influencers to balance promotional content with genuine audience engagement to maintain credibility and long-term influence.
The research contributes to the understanding of influencer marketing strategies, offering insights for fitness brands, marketers, and influencers on optimizing visibility and ethical brand positioning in a competitive digital landscape.