Fitness Influencer Marketing

The rise of social media has transformed how people seek information, connect with brands, and make decisions. These platforms encourage two-way interactions, often led by influencers who bridge the gap between brands and audiences. During the COVID-19 pandemic, fitness influencers gained prominence as guides, advisors on health, lifestyle and fitness as many turned online for support. The chapter explores the key drivers that shape engagement, credibility and purchase intentions. It highlights how factors such as trustworthiness, expertise, attractiveness and the sense of community influence consumer behavior. The chapter also addresses challenges and ethical concerns in fitness influencer marketing. Additionally, the chapter explores emerging trends such as AI-generated videos, virtual influencers etc., which are transforming the future of digital fitness marketing. It provides insights for scholars seeking to enhance their understanding of influencer marketing and for marketers aiming to develop strategies that balance credibility, engagement, and purchase intentions.