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
- Introduction
- Research Question
- Thesis Structure
- Literature Review
- (Electronic) Word-of-Mouth
- Influencer Marketing
- Micro-Influencers
- Success Factors of Micro-Influencers
- The Social Media Platform Instagram
- Instagram as an Influencer Marketing Channel
- The Fitness Sector on Instagram
- Generation Z
- Characteristics of Generation Z
- Generation Z and Influencer Marketing
- The Consumer Buying Decision Process
- Micro-Influencers' Placement in the Buying Decision Process
- Hypotheses Formulation
- Research Methodology
- Research Design
- Sampling
- Data Collection
- Questionnaire Design
- Data Analysis and Discussion
- Summary of the Key Findings
- Limitations and Suggestions for Future Research
Objectives and Key Themes
This thesis aims to investigate the impact of Instagram micro-influencers on Generation Z's purchasing decisions regarding fitness products. It seeks to understand the role of micro-influencers within the consumer buying process and how their influence translates into actual purchases within the fitness industry.
- The influence of micro-influencers on Generation Z's purchasing behavior.
- The role of Instagram as a platform for influencer marketing in the fitness sector.
- The characteristics of Generation Z and their susceptibility to influencer marketing.
- The consumer decision-making process and the integration of micro-influencers within it.
- Identification of success factors for micro-influencers in the fitness industry.
Chapter Summaries
Introduction: This chapter introduces the topic of the thesis, outlining the research question and the structure of the following chapters. It sets the stage for the investigation into the impact of Instagram micro-influencers on Generation Z's buying decisions regarding fitness products, highlighting the significance of understanding this relationship in the evolving digital marketing landscape.
Literature Review: This chapter provides a comprehensive overview of existing literature on key concepts relevant to the research, including electronic word-of-mouth, influencer marketing, micro-influencers, Instagram as a marketing platform, characteristics of Generation Z, and the consumer buying decision process. It lays the foundation for the subsequent chapters by establishing theoretical frameworks and identifying relevant research gaps.
Research Methodology: This chapter details the research design employed in the study, explaining the methodology used for data collection and analysis. It describes the sampling strategy, the design of the questionnaire used for data gathering, and the overall approach taken to ensure the validity and reliability of the research findings. This section ensures transparency and allows for critical evaluation of the research process.
Data Analysis and Discussion: This chapter presents the results of the data analysis and provides a detailed discussion of the findings. It interprets the data collected through the questionnaires, exploring the relationships between Instagram micro-influencers, Generation Z, and the purchase of fitness products. This section is crucial for evaluating the hypotheses and drawing meaningful conclusions about the research question.
Summary of the Key Findings: This chapter provides a concise overview of the most significant results from the data analysis. It synthesizes the key findings into a clear summary of the thesis's overall contribution to the understanding of influencer marketing and its impact on consumer behavior among Generation Z.
Limitations and Suggestions for Future Research: This chapter discusses the limitations of the current research and provides suggestions for future studies. It acknowledges any methodological constraints or potential biases and offers recommendations for expanding upon the research presented, highlighting areas for future exploration within the field.
Keywords
Instagram, micro-influencers, Generation Z, influencer marketing, fitness products, consumer behavior, buying decision process, social media, word-of-mouth, electronic word-of-mouth, eWOM.
Frequently Asked Questions: Impact of Instagram Micro-Influencers on Generation Z's Purchasing Decisions Regarding Fitness Products
What is the main topic of this thesis?
This thesis investigates the impact of Instagram micro-influencers on Generation Z's purchasing decisions regarding fitness products. It explores the role of micro-influencers in the consumer buying process and how their influence translates into actual purchases within the fitness industry.
What are the key themes explored in this thesis?
Key themes include the influence of micro-influencers on Generation Z's purchasing behavior, the role of Instagram as a platform for influencer marketing in the fitness sector, the characteristics of Generation Z and their susceptibility to influencer marketing, the consumer decision-making process and the integration of micro-influencers within it, and the identification of success factors for micro-influencers in the fitness industry.
What is the structure of the thesis?
The thesis is structured into several chapters: Introduction, Literature Review, Research Methodology, Data Analysis and Discussion, Summary of the Key Findings, and Limitations and Suggestions for Future Research. The Introduction sets the stage, the Literature Review provides background information, the Methodology explains the research process, the Data Analysis presents the results, the Summary synthesizes the findings, and the final chapter discusses limitations and future research directions.
What is covered in the Literature Review chapter?
The Literature Review comprehensively covers electronic word-of-mouth, influencer marketing, micro-influencers, Instagram as a marketing platform, the characteristics of Generation Z, and the consumer buying decision process. It identifies relevant research gaps and establishes theoretical frameworks.
What research methodology was used?
The thesis details the research design, sampling strategy, questionnaire design, and data analysis approach used to ensure the validity and reliability of the research findings. Specifics about the data collection methods are included.
What are the key findings summarized in the thesis?
The thesis provides a concise overview of the most significant results from the data analysis, synthesizing the key findings into a clear summary of the thesis's overall contribution to understanding influencer marketing and its impact on consumer behavior among Generation Z. This section highlights the main conclusions of the research.
What are the limitations of the research, and what suggestions are made for future research?
The thesis discusses the limitations of the current research, acknowledging any methodological constraints or potential biases. It offers recommendations for future studies and highlights areas for further exploration within the field.
What are the keywords associated with this thesis?
Keywords include Instagram, micro-influencers, Generation Z, influencer marketing, fitness products, consumer behavior, buying decision process, social media, word-of-mouth, electronic word-of-mouth, and eWOM.
What is the overall aim of this research?
The overarching aim is to understand how Instagram micro-influencers impact Generation Z's purchasing decisions when it comes to fitness products. The research aims to contribute to the understanding of influencer marketing effectiveness in this specific context.
- Arbeit zitieren
- Anonym (Autor:in), 2020, The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products, München, GRIN Verlag, https://www.grin.com/document/1298192
