Influencer Marketing and Its Impact on Consumer Behavior - Instagram Influencers in the Context of Fitness Industry

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bachelor_Pekkanen_Eetu_2022.pdf (3.18 MB)

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School of Business | Bachelor's thesis
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Date

2022

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

29 + 7

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Abstract

The objective and aim of this thesis are to analyze the recent years’ growing phenomenon of using influencers as marketing tools to reach out a wider audience of customers through social media and how this phenomenon shapes the customer behavior towards consuming on social media and trusting the selling brand. Hence the field of social media and influencer marketing is vastly broad, this thesis narrows the research to focus on the platform of Instagram and the fitness industry, thus focusing on the fitness influencers. The field of fitness and healthy lifestyle has become more and more greater in recent years and the knowledge of living this “healthy and active” lifestyle has spread rapidly thanks to social media and especially influencers with a massive follower base. Also, social media continues to increase its customer base and more people are continuously joining the online world, especially boosted by the digital revolution of recent years. Another influential factor for consumers to turn more towards the online world has been the aftermath of the COVID-19 pandemic, when people were forced to give up social and physical contacts and handle almost everything online. Based on the previous literature and netnography on social media on these subjects, this thesis presents answers to the research question: “How does Instagram influencer affect the consumers’ behavior in the fitness industry?”. Eventually this paper crafts guidelines on how to take notes of these behavioral changes and use them as an advantage when a fitness related brand is planning on to use influencers as their marketing tool.

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Thesis advisor

Kajalo, Sami

Keywords

influencer marketing, social media marketing, consumer behaviour, fitness influencer

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https://urn.fi/URN:NBN:fi:aalto-202205153162

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[kand] Kauppakorkeakoulu / BIZ (Open Access)