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The impact of influencer marketing in the fitness industry on consumers’ trust

Written by R. Baranow

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Bachelor Thesis: Fitness trend Fitness trend has a long history. Since modernization at the end of the 19th century, people have valued the balance of body, mind, and soul. Around that time, women began to feel the pressure of society and worked hard to lose weight. They achieved this goal by counting calories and regularly training at home (Koch & Luu, 2015). Koch and Luu discovered that during World War II, the ideal of beauty—especially for men—is to have a sporty and healthy body, which is a sign of power and military strength. The photos of men displayed in various media at that time are very similar to today's bodybuilding. The true prosperity of health and fitness began in Europe in the 1970s, when jogging became fashionable and fitness became a way of life for more and more people (Neumaier, 2002). The concept of fitness has lasted for decades, especially bodybuilding has become very popular (Hoffmann, 2002). Since then, even women have entered the "male zone" of the gym, which allows the fitness center to identify new target groups (Haemers, 2016). Over the years, when people think of the gym, new factors such as health, entertainment, and communication have become important, and they no longer just focus on their body (Hoffmann, 2002). In the 1990s, people’s mentality was to develop a strict exercise program—which they called input—and thus get the body of their dreams—which they called output (Haemers, 2016). Nowadays, people mainly go to the gym because of the whole “health” factor, which includes not only exercise but also after activities such as going to the sauna, taking aerobics classes and eating a protein bar before going home (Hoffman, 2002. According to Kelc (2002), people adapt to a healthy and healthy lifestyle because it has an impact on human body and psychology. The author emphasizes that for people suffering from diseases such as high blood pressure or diabetes, the positive effect of fitness is particularly significant. Generally speaking, people who are physically active are also more likely to eat healthier and get less sick (Kelc, 2002). This is why fitness has been a huge topic in the past few decades-people not only Paying more and more attention to their health and paying more and more attention to their health is caused by social media sites (Ridgway & Clayton, 2016). As long as they coexist, the hype around health and fitness on social media is basically It has always existed (Koch & Luu, 2015). More and more people are living a "fitness lifestyle"-including healthy eating, regular exercise, and regular care of their mental health-sharing video blogs or pictures. 2.3 Internet celebrity marketing Although "Internet celebrity marketing" sounds like a very modern new form of marketing, it has been around for a long time (Charlesworth, 2018). Charlesworth (2018) explained that in the early days of mankind, it was not carried out through the Internet and social media platforms, but through word of mouth. The author further emphasizes that in every society, there are a small number of people who have an influence on other people in the society, and now a large part of these people are called "influencers." Influencer marketing is basically just a subtype of word-of-mouth marketing, and it is now commonly used because of the increasing number of influencers on the Internet (Lagrée, Cappé, Cautis and Maniu, 2017). A social media influencer is someone who has a large following on one or more social media platforms (including Instagram, Facebook, YouTube, or others) (Woods, 2016). The name stems from their main purpose, which is to influence other people, or more specifically their followers (Juhlin & Soini, 2018). According to Charlesworth (2018), influential people are “just like us,” which is why many people—especially young people—trust their views on products or services. The author also claims that as the number of followers and influencers increase, the barriers between them and their followers increase. Social media influencers usually have an impact on a particular market segment-such as vegans or people interested in fitness, etc.-which can easily affect consumption patterns (Charlesworth, 2018). Juhlinand Soini (2018) claimed that influencers are regarded as celebrities in a particular field or industry. Since followers highly trust certain people on the Internet, they follow their recommendations for products, companies, or brands (Charlesworth, 2018). Many conservative organizations do not realize that influencer marketing can be a very effective marketing strategy with a very low budget (Haemers, 2016). Since they are not recognized as celebrities-at least in most cases-digital marketers have concluded that they can be hired at a lower cost (Charlesworth, 2018). These costs can vary greatly, depending on the size of their followers, their level of participation, and many other factors that can measure the influence of influencers (Charlesworth, 2018). The way it works is that the company contacts the influencer via email and provides a certain amount of funds, free products or other compensation for the influencer to promote (Juhlin & Soini, 2018). Although this type of marketing is cheaper than many other marketing methods. Read Less