UTJECAJ INFLUENCERA NA PROCES UKLJUČIVANJA U FITNESS AKTIVNOSTI U RH : Diplomski rad

Prilagodba fitness industrije društvenim mrežama rezultirala je stvaranjem online fitness trenera koji se danas nazivaju fitness influenceri. Predmet ovog rada je utvrđivanje utjecaja fitness influencera na pojedine životne navike osoba koje ih prate na društvenim mrežama u RH. Istraživanje je provedeno putem anketnog upitnika na uzorku od 129 ispitanika. Rezultati istraživanja pokazuju kako fitness influenceri utječu na uključivanje pratitelja u sportske aktivnosti kao i na konzumiranje zdrave prehrane. Također, pratitelji su skloni kupovati sportske proizvode i usluge koje promoviraju influenceri, s time da makro influenceri nemaju na njih veći utjecaj od mikro influencera.Fitness industry adjustement to social media has resulted in the creation of online fitness trainers who are called fitness influencers. The subject of this paper is to determine how fitness influencers affect certain life habits of people who follow them on social media in the Republic of Croatia. The research was conducted by the use of survey questionnaire. Sample consisted of 129 respondents. The results of the research show that fitness influencers do affect the involvement of followers in sports activities as well as the consumption of a healthy food. Also, followers tend to buy sports products and services promoted by influencers, with macro influencers not having a greater impact than micro influencers