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Influencer Marketing Strategies in the Fitness Industry
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| 824.63 KB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
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