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

Dissertation 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