The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective

Detalhes bibliográficos
Autor(a) principal: Santos, João Pedro Monteiro da Silva da Glória
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/134986
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity PerspectiveInfluencer MarketingSocial MediaSMIsFitness Related SMIsExpertiseCredibilitySocial IdentityAttractivenessSelf-EfficacyPerseverance of EffortRegulatory FocusConsumers TrustBrandDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceWith health and fitness being growing topics over the last years, more stakeholders are trying to benefit from this trend by covering it on their social media platforms. As this trend could benefit every stakeholder involved – fitness and wellness influencers, companies/brands, and consumers - it is important to understand how brands and companies can increase consumers’ and potential consumers' trust. Having that in mind, this research takes into account which influential factors impact consumer purchase intentions and trust. Although prior studies initially explored how the trust in Social Media Influencers can drive to an increase of brand equity, there is a lack of research that jointly examine these two variables as dependent variables of a causal-effect relationship and how both can be impacted by the action of influencers regarding the fitness and wellness. Results from a partial least square (PLS) with 167 fitness influencers’ followers on social media show that people feel more attached and connected to a fitness and wellness brand before a purchase decision when they experience an increase of psychological and motivational states as self-efficacy, perseverance of effort and regulatory focus. The findings indicate that the promotion of brands should come from their indirect presentation, where fitness influencers advertise without having to adopt an aggressive communication approach. Findings also reinforce the importance of credibility, social identity and attractiveness as the main factors impacting consumers. Curiously, attractiveness is seen as the main source of credibility, which differs from other industries where influencers' expertise gains the spotlight. This research concludes with theoretical and managerial implications, as well as an agenda for future research in the fitness and wellness industry regarding influencers marketing.Pinto, Diego CostaCastagna, Ana CarinaRUNSantos, João Pedro Monteiro da Silva da Glória2022-03-22T16:33:20Z2022-02-072022-02-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/134986TID:202969720enginfo: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:RCAAP2024-03-11T05:13:26Zoai:run.unl.pt:10362/134986Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:48:16.798323Repositório 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 The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
title The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
spellingShingle The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
Santos, João Pedro Monteiro da Silva da Glória
Influencer Marketing
Social Media
SMIs
Fitness Related SMIs
Expertise
Credibility
Social Identity
Attractiveness
Self-Efficacy
Perseverance of Effort
Regulatory Focus
Consumers Trust
Brand
title_short The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
title_full The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
title_fullStr The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
title_full_unstemmed The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
title_sort The Role of Fitness Influencers on the Fitness and Wellness Industry: A Consumer Trust & Brand Equity Perspective
author Santos, João Pedro Monteiro da Silva da Glória
author_facet Santos, João Pedro Monteiro da Silva da Glória
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
Castagna, Ana Carina
RUN
dc.contributor.author.fl_str_mv Santos, João Pedro Monteiro da Silva da Glória
dc.subject.por.fl_str_mv Influencer Marketing
Social Media
SMIs
Fitness Related SMIs
Expertise
Credibility
Social Identity
Attractiveness
Self-Efficacy
Perseverance of Effort
Regulatory Focus
Consumers Trust
Brand
topic Influencer Marketing
Social Media
SMIs
Fitness Related SMIs
Expertise
Credibility
Social Identity
Attractiveness
Self-Efficacy
Perseverance of Effort
Regulatory Focus
Consumers Trust
Brand
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-03-22T16:33:20Z
2022-02-07
2022-02-07T00:00:00Z
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/10362/134986
TID:202969720
url http://hdl.handle.net/10362/134986
identifier_str_mv TID:202969720
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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