Social Media Influencers: Key to Influence Consumer's Intention to Purchase Fitness Products

According to Nielsen research, homebound clients have resulted in a 60% increase in global video content consumption. The frequency with which content creators did live video sessions on social media platforms rose as well in 2020. According to research, 54% of shoppers do a search on social media for product reviews posted by influencers before making a buy. Social media influencers (abbreviated as SMIs) now play a key role in marketing for a wide variety of firms. The goal of this study was to ascertain the importance of similarity and activity of social media influencers (SMI) on customer purchasing decisions about fitness and health products. A structured questionnaire was used to survey 90 respondents from Delhi/NCR. Multiple Regression analysis was used to analyze the data in SPSS. The data reveal that the attractiveness, expertise, and trustworthiness of branded material associated with fitness products shared by SMIs has a significant impact on followers' purchase intentions for such products