What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?

Abstract

With the rise of influencer marketing, the fitness industry, especially regarding fitness apparel and fitness influencers due to a scarcity of studies surrounding this topic, more studies are needed. Therefore, this dissertation aims to be the beacon for brands to better understand the pertinence of influencer marketing and how to implement it to aid brand equity. Thus, the research question is “what is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?”. My research aims to fill the gap of research surrounding these types of influencers. The study utilized a mixed methods approach which included an online survey and five 30min individual interviews. Findings suggest that most people are using Instagram and for their individual needs. The more people admitted to following influencers the more they had apositive connotation of the latter. Furthermore, fitness influencers reveal to have a big impacton consumer attitude which follows into a behaviour change. For instance, fitness influencers influence consumers to want to work out more, and seeing them as real and honest people, the consumer ends up feeling more close to the influencer which leads to an influence in consumers’decision making and a purchase intention. Not only fitnessinfluencer’s relatability but motivational and inspiring content aids in the creation of ahuman brand leading more easily to a purchasing intention from consumers. Moreover, theyare also decisive in consumers’ decision making process when purchasing fitness apparel byexcluding other brands whom consumers’ favourite fitness influencers are not affiliated with. Hence, this study demonstrates that it is more likely that brand-micro-influencer collaboration increases the performance of the brand and thus brand equity compared to noncollaboration.

Date of Award	27 Apr 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)