An investigation to the use of social media influencer marketing’s effects upon consumer buying habits within the health and fitness industry

Abstract

This paper looks to critically investigate the utilisation of Social Media influencer marketing within the health and fitness industries as a method of influencing consumer buying habits, specific to the Health and Fitness industry. With little to no research published specific to the Health and Fitness industry this research looks to develop an insight into the area and act as a foundation for further research by developing an overview of the subject. Through the utilisation of literature from areas such as influencer marketing, the internet and marketing as a whole to act as a backbone for the report. This report will explore the topic from the aspect of the consumer viewpoint through the quantitative data collection method using an online survey in order to collect as much significant data as possible. The significant areas identified from this study, identified that individuals buying habits are frequently influenced by Social Media influencers into making purchases, however not at such as high a level as first believed. This is due to concerns regarding transparency over what is paid advertisement and what is not. The other major conclusion derived from this research was giveaway influencer marketing being identified as the most effective method for driving consumer engagement over all other mentioned methods. Social Media marketing was identified to be utilised at 60% within the Health and Fitness industry in comparison to traditional methods.