With fitness being a huge topic over the last couple of years, many fitness brands started collaborating with fitness-influencers on social media platforms. Especially micro-influencers on Instagram have gained attention in the previous years since they show high engagement rates and are perceived as credible sources of information. Particularly for young consumers, micro-influencer marketing has turned out to be an effective and contemporary brand communication strategy. The present bachelor thesis gives an overview of the effects of Instagram micro-influencers on the buying decision. Here, the impact on Generation Z towards fitness products was examined with an extensive literature review and a quantitative study in the form of an online survey. With the results of the study, insights on the relationship between fitness-related micro-influencers and Generation Z´s buying decision could be gained.
Although social media and fitness-related micro-influencers play an essential part in the worldwide growth of the fitness industry, there is a dearth of research about their relationship with the buying decision of consumers. Especially for product managers in the health and fitness industry, it can be beneficial to understand these connections to better leverage influencer dynamics in their social media strategies. Moreover, there is a lack of studies focussing on the implications of these micro-influencers on Generation Z specifically. Generation Z consumers are the most digital and most reliant in terms of influencer recommendations. As emerging adults in their developmental stage, they can still be influenced in terms of their fitness habits. Therefore, brands and businesses in the fitness sectors can profit from understanding their buying behavior, which allows them to adapt their influencer marketing campaigns accordingly. Finally, it cannot be disregarded that fitness is an issue that people will always be concerned with since it strongly affects their well-being. Against this background, this study aims to approach the following research question: How do micro-influencers on Instagram affect the purchasing decision of Generation Z towards fitness products?
Table of Contents
List of Abbreviations
List of Illustrations
Abstract
1 Introduction
1.1 Research Question
1.2 ThesisStructure
2 Literature Review
2.1 (Electronic) Word-of-Mouth
2.2 Influencer Marketing
2.3 Micro-Influencers
2.3.1 Success Factors ofMicro-Influencers
2.4 The Social Media Platform Instagram
2.4.1 Instagram as an Influencer Marketing Channel
2.4.2 The Fitness Sector on Instagram
2.5 Generation Z
2.5.1 Characteristics of Generation Z
2.5.2 GenerationZand Influencer Marketing
2.6 The Consumer Buying Decision Process
2.6.1 Micro-Influencers' Placement in the Buying Decision Process
2.7 Hypotheses Formulation
3 Research Methodology
3.1 Research Design
3.2 Sampling
3.3 Data Collection
3.4 Questionnaire Design
4 Data Analysis and Discussion
5 Summary of the Key Findings
6 Limitations and Suggestions for Future Research
7 Conclusion
8 EthicalEvaluation
9 List of References
Appendix A SPSS Tables
Appendix B Online Questionnaire
Appendix C Survey Data Codings for SPSS
-
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen. -
Laden Sie Ihre eigenen Arbeiten hoch! Geld verdienen und iPhone X gewinnen.