Browsing by Author "Ogunleye, Ifeanyi Claire"

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    Social Media Marketing: Engaging Fitness Consumers on Instagram
    (2024-09-27) Ogunleye, Ifeanyi Claire; Institutionen för tillämpad informationsteknologi; Department of Applied Information Technology
    This study explores the relationship between Social Media Marketing Activities (SMMAs) and consumer engagement on Instagram, with a focus on fitness brands. Given the increasing role of social media in brand-consumer interactions, this research aims to identify patterns in how different types of content influence user engagement, drawing on the Uses and Gratifications Theory (UGT). While prior literature suggests that content fulfilling users' needs for entertainment, interaction, and up-to-date information drives engagement, little research has examined these dynamics within the fitness industry on Instagram. Employing an exploratory research design, this study conducted a content analysis of 226 Instagram posts from five fitness brands. The posts were categorized into six SMMA types: entertainment, trendiness, interaction, informative content, user-generated content (UGC), and remunerative content. Engagement rates were measured by the number of likes and comments per post to assess how each SMMA category impacted user interaction. The findings reveal that trendiness and UGC posts had the highest engagement rates, while interaction, entertainment, and informational posts showed moderate engagement. Remunerative content generated the lowest engagement. These results suggest that content aligned with current trends and user-driven authenticity, such as UGC, is most effective in fostering consumer interaction, while other categories may benefit from strategic refinement. 3 Given the exploratory nature of this study, these findings provide initial insights into optimizing social media strategies for fitness brands. The study highlights the potential of trend based and UGC content to enhance consumer engagement but acknowledges the need for further research to confirm these trends across different industries and platforms.