Influencer marketing in the yoga industry

: analyzing the impact and effectiveness of social media strategies in Lisbon

Abstract

This research explores the role of influencer marketing, with a specific focus on Lisbon, Portugal. Through in-depth semi-structured interviews with yoga studios’ social media managers, teachers and practitioners, the researcher was able to examine how yoga studios in Lisbon are incorporating influencer marketing strategies in their communication and marketing plan, and to evaluate the effectiveness of these efforts in attracting and retaining clients. From this research arises the preference to collaborate with yoga teachers that also have a large presence online and/or a strong following, rather than lifestyle influencers, in order to maintain authenticity and foster genuine community engagement. Moreover, findings suggest that while influencer marketing- specifically if in collaboration with influencers that are also yoga teachers- can boost the studio visibility and drive short term engagement, when it comes to long-term loyalty, it is more important to work on personal connections and in-person experiences. In conclusion, influencer marketing, when aligned with the values of authenticity and personal connection that define the yoga community, can be a good tool for the promotion of yoga studios. However, it is very important for yoga studios to be cautious in navigating the tension between maintaining the holistic nature of the yoga practice and the commercial nature of digital marketing.

Date of Award	10 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)