Influencer Marketing Strategies in the Fitness Industry
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/164192 |
Resumo: | Influencer marketing has become a widespread strategy across different sectors and is experiencing a notable upsurge in the Portuguese fitness industry. This study explores the marketing strategies employed, combining a systematic literature review with in-depth interviews with digital influencers in the field. The research highlights the importance of authenticity and transparency in cultivating trust between influencers and their followers, as well as the imperative of value alignment between brands and influencers for effective partnerships. It shows that despite high follower numbers, deep engagement and the quality of the follower community are more indicative of sales success and product or service promotion. The insights and conclusions from this study provide invaluable guidance for marketers and influencers seeking to cultivate innovative and impactful strategies within the digital fitness marketplace. |
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Influencer Marketing Strategies in the Fitness IndustryInfluencer MarketingFitness IndustryInfluencer Marketing StrategSocial Media Influencer Marketing StrategSocial Media Marketing StrategSocial Media Influencer StrategSDG 3 - Good health and well-beingSDG 4 - Educação de qualidadeSDG 8 - Decent work and economic growthDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoInfluencer marketing has become a widespread strategy across different sectors and is experiencing a notable upsurge in the Portuguese fitness industry. This study explores the marketing strategies employed, combining a systematic literature review with in-depth interviews with digital influencers in the field. The research highlights the importance of authenticity and transparency in cultivating trust between influencers and their followers, as well as the imperative of value alignment between brands and influencers for effective partnerships. It shows that despite high follower numbers, deep engagement and the quality of the follower community are more indicative of sales success and product or service promotion. The insights and conclusions from this study provide invaluable guidance for marketers and influencers seeking to cultivate innovative and impactful strategies within the digital fitness marketplace.Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceSantos, Zélia de Jesus Calvário Raposo dosRUNFernandes, Andreia Filipa Assunção2024-02-27T18:01:55Z2024-01-312024-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164192TID:203531248enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:51:12Zoai:run.unl.pt:10362/164192Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:04.998221Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Influencer Marketing Strategies in the Fitness Industry |
title |
Influencer Marketing Strategies in the Fitness Industry |
spellingShingle |
Influencer Marketing Strategies in the Fitness Industry Fernandes, Andreia Filipa Assunção Influencer Marketing Fitness Industry Influencer Marketing Strateg Social Media Influencer Marketing Strateg Social Media Marketing Strateg Social Media Influencer Strateg SDG 3 - Good health and well-being SDG 4 - Educação de qualidade SDG 8 - Decent work and economic growth Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação |
title_short |
Influencer Marketing Strategies in the Fitness Industry |
title_full |
Influencer Marketing Strategies in the Fitness Industry |
title_fullStr |
Influencer Marketing Strategies in the Fitness Industry |
title_full_unstemmed |
Influencer Marketing Strategies in the Fitness Industry |
title_sort |
Influencer Marketing Strategies in the Fitness Industry |
author |
Fernandes, Andreia Filipa Assunção |
author_facet |
Fernandes, Andreia Filipa Assunção |
author_role |
author |
dc.contributor.none.fl_str_mv |
Santos, Zélia de Jesus Calvário Raposo dos RUN |
dc.contributor.author.fl_str_mv |
Fernandes, Andreia Filipa Assunção |
dc.subject.por.fl_str_mv |
Influencer Marketing Fitness Industry Influencer Marketing Strateg Social Media Influencer Marketing Strateg Social Media Marketing Strateg Social Media Influencer Strateg SDG 3 - Good health and well-being SDG 4 - Educação de qualidade SDG 8 - Decent work and economic growth Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação |
topic |
Influencer Marketing Fitness Industry Influencer Marketing Strateg Social Media Influencer Marketing Strateg Social Media Marketing Strateg Social Media Influencer Strateg SDG 3 - Good health and well-being SDG 4 - Educação de qualidade SDG 8 - Decent work and economic growth Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação |
description |
Influencer marketing has become a widespread strategy across different sectors and is experiencing a notable upsurge in the Portuguese fitness industry. This study explores the marketing strategies employed, combining a systematic literature review with in-depth interviews with digital influencers in the field. The research highlights the importance of authenticity and transparency in cultivating trust between influencers and their followers, as well as the imperative of value alignment between brands and influencers for effective partnerships. It shows that despite high follower numbers, deep engagement and the quality of the follower community are more indicative of sales success and product or service promotion. The insights and conclusions from this study provide invaluable guidance for marketers and influencers seeking to cultivate innovative and impactful strategies within the digital fitness marketplace. |
publishDate |
2024 |
dc.date.none.fl_str_mv |
2024-02-27T18:01:55Z 2024-01-31 2024-01-31T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/164192 TID:203531248 |
url |
http://hdl.handle.net/10362/164192 |
identifier_str_mv |
TID:203531248 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138177102905344 |