Santos, Zélia de Jesus Calvário Raposo dosFernandes, Andreia Filipa Assunção2024-02-272024-02-272024-01-31http://hdl.handle.net/10362/164192Influencer 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.engInfluencer 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 growthmaster thesis203531248