Browsing by Subject "Purchase Decision"
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Item Restricted Social Media Influencers and Their Effect on Consumer Purchase Decisions : Influencers and the Berlin Fitness Industry(2023) Charm Chanyapat; Mantel, Peter; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: As fitness influencer marketing emerging as a new form of social media marketing and health and fitness becoming increasingly popular topics in recent years, more individuals are seeking to capitalize on this trend by incorporating it into their social media platforms, particularly on Instagram. This situation presents a potential opportunity for all stakeholders involved, including influencers, companies, and end customers. The objective of this thesis is to examine the impact of fitness social media influencers on consumer behavior within the fitness industry in Berlin, specifically exploring the influence of product placement sponsorship strategies and the effectiveness of different influencer types. The research will involve surveying a sample size of 100 fitness and health consumers in the Berlin area, utilizing frequency analysis and correlation analysis statistical methods to analyze the data and identify patterns and trends in consumer behavior. The primary objective of this thesis is to conduct a quantitative analysis of the effectiveness of influencer marketing within the Berlin fitness industry. The study seeks to explore the implications of these findings for future social media marketing strategies. Keywords: Social Media, Fitness Influencer, Purchase Decision