The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products

The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products PDF

Author:

Publisher: GRIN Verlag

Published: 2022-11-15

Total Pages: 62

ISBN-13: 3346762653

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Bachelor Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Reutlingen University (ESB Business School), language: English, abstract: With fitness being a huge topic over the last couple of years, many fitness brands started collaborating with fitness-influencers on social media platforms. Especially micro-influencers on Instagram have gained attention in the previous years since they show high engagement rates and are perceived as credible sources of information. Particularly for young consumers, micro-influencer marketing has turned out to be an effective and contemporary brand communication strategy. The present bachelor thesis gives an overview of the effects of Instagram micro-influencers on the buying decision. Here, the impact on Generation Z towards fitness products was examined with an extensive literature review and a quantitative study in the form of an online survey. With the results of the study, insights on the relationship between fitness-related micro-influencers and Generation Z ́s buying decision could be gained. Although social media and fitness-related micro-influencers play an essential part in the worldwide growth of the fitness industry, there is a dearth of research about their relationship with the buying decision of consumers. Especially for product managers in the health and fitness industry, it can be beneficial to understand these connections to better leverage influencer dynamics in their social media strategies. Moreover, there is a lack of studies focussing on the implications of these micro-influencers on Generation Z specifically. Generation Z consumers are the most digital and most reliant in terms of influencer recommendations. As emerging adults in their developmental stage, they can still be influenced in terms of their fitness habits. Therefore, brands and businesses in the fitness sectors can profit from understanding their buying behavior, which allows them to adapt their influencer marketing campaigns accordingly. Finally, it cannot be disregarded that fitness is an issue that people will always be concerned with since it strongly affects their well-being. Against this background, this study aims to approach the following research question: How do micro-influencers on Instagram affect the purchasing decision of Generation Z towards fitness products?

Digital Marketing

Digital Marketing PDF

Author: Annmarie Hanlon

Publisher: SAGE

Published: 2021-12-15

Total Pages: 582

ISBN-13: 1529786428

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An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet. The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone. Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

The Dynamics of Influencer Marketing

The Dynamics of Influencer Marketing PDF

Author: José M. Álvarez-Monzoncillo

Publisher: Taylor & Francis

Published: 2022-08-08

Total Pages: 262

ISBN-13: 100068699X

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YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.

Brand Admiration

Brand Admiration PDF

Author: C. Whan Park

Publisher: John Wiley & Sons

Published: 2016-09-16

Total Pages: 288

ISBN-13: 1119308070

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Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Strategic Corporate Communication in the Digital Age

Strategic Corporate Communication in the Digital Age PDF

Author: Mark Anthony Camilleri

Publisher: Emerald Group Publishing

Published: 2021-02-19

Total Pages: 206

ISBN-13: 1800712669

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Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.

Achieving Business Competitiveness in a Digital Environment

Achieving Business Competitiveness in a Digital Environment PDF

Author: Tereza Semerádová

Publisher: Springer Nature

Published: 2022-01-22

Total Pages: 247

ISBN-13: 3030931315

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The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.

Digital and Social Media Marketing

Digital and Social Media Marketing PDF

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Healthier Together

Healthier Together PDF

Author: Liz Moody

Publisher: Clarkson Potter

Published: 2019-04-09

Total Pages: 242

ISBN-13: 0525573275

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A healthy cookbook to share with a partner, featuring more than 100 recipes designed to nourish your bodies and souls. An Epicurious Best Cookbook for Spring • “Healthier Together focuses on real whole foods and bringing community together.”—Kelly LeVeque, celebrity nutritionist and bestselling author of Body Love Food writer and health blogger Liz Moody once followed trendy diets and ate solely for fuel, not for flavor. That changed when she met her soon-to-be-boyfriend and they started cooking nutrient- and vegetable-rich meals. She not only fell in love with food again, but she also discovered that setting goals and sticking to them is easier and more gratifying when paired with someone else. Mincing garlic and sautéing onions together eventually led the couple to marriage—proving that good food really is the universal connector! These 100+ flavor-packed recipes are designed to be cooked and enjoyed by two people, plus they’re all gluten-free, dairy-free, and plant-centered. They include homemade alternatives for all the foods you love to share, such as brunch, takeout, and sweet treats. Indulge in Cardamom Banana Bread Pancakes with Candied Coffee Walnuts, Cornflake “Fried” Chicken, General Tso’s Cauliflower, and Chocolate Tahini Brownie Bites. Pick your partner—near or far—and get ready to get healthy. Praise for Healthier Together “This cookbook is one you’ll be reaching for time and time again when you need healthy food that is satisfying and delicious.”—Tieghan Gerard “Liz Moody offers heaps of tasty recipes packed with great ingredients.”—Real Simple “Healthier Together is a brilliant concept! Cooking with a friend/partner/mom is so much better than cooking alone, plus having a partner will keep you both accountable on your healthy eating journey.”—Gina Homolka “Liz does an amazing job helping you make delicious food in a way that is both feasible and fun.”—Rachel Mansfield “Liz’s book overflows with food made to share, healthy but with all the comfort and flavor that brings happy people around the table.”—Daphne Oz “Liz’s message is profound, yet so simple . . . you need to have both whole foods and whole, real relationships to truly be healthy and happy. This book makes eating healthy a celebration, not a sacrifice, and it brings an arsenal of fresh and flavorful recipes that are fun to make and eat!”—Jeanine Donofrio