You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships,and watching fitness influencers,relate to intentions to exercise |
| |
| Institution: | 1. JyväskyläUniversity School of Business and Economics, University of Jyväskylä, P.O. Box 35, FI-40014, Finland;2. Department of Business Administration, College of Business, Delaware State University, Bank of America Building Room 209C, USA;1. Institut de Psychologie, Université de Lausanne, Quartier Mouline, Bâtiment Géopolis, 1015 Lausanne, Switzerland;2. Social Computing Group, Idiap Research Institute and Ecole Polytechnique Federale de Lausanne, Centre du Parc, Rue Marconi 19, 1920 Martigny, Switzerland;1. Department of Marketing, Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, 1201?W. University Dr. ECOBE 211, Edinburg, TX 78539-2999, USA;2. Department of Marketing, College of Business, Bowling Green State University, 234?A Business Building, Bowling Green, OH 43403-0268, USA;3. Schroeder School of Business Administration, University of Evansville, 1800 Lincoln Ave., Evansville, IN 47722, USA |
| |
| Abstract: | Digital celebrities found on social media platforms are found to be successful in endorsing brands and products, and influencing purchase intentions of their followers. However, influencers also promote values and lifestyles on their channels, such as healthy behavior and fitness. In this article, we investigate the motivations of users who follow fitness influencers on YouTube and how parasocial interaction and intentions to watch fitness are related to intentions to exercise. Watching fitness videos and social interaction seems only to motivate followers that are already physically active. Non-exercising users are attracted to YouTube by entertainment and a parasocial relationship with an influencer that has no impact on their intentions to exercise. |
| |
| Keywords: | Influence Influencer marketing Fitness YouTube Parasocial relationship |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
