Fitness influencers help followers to improve their fitness and boost sports brand sales

In recent years, fitness influencers have become important advocates for healthy and athletic behaviour, often with significant advertising value for sports brands. A research team at the University of Klagenfurt recently investigated who benefits from the work of these fitness ambassadors.

“Our study primarily sought to answer three questions: What attitude do followers have towards influencers? Do followers actually become more physically active as a result of the fitness videos? And what purchasing intentions arise from the integration of brands in the video clips?” These questions are addressed by Julia Durau and Sandra Diehl (both from the Department of Media and Communications) and Ralf Terlutter (Department of Marketing and International Management), who conducted two studies and recently presented their findings in the journal Digital Health.

Both studies followed a similar procedure: In the first study, 496 respondents were shown fitness videos featuring female and male influencers and then asked questions. The second study involved 529 respondents. The brands presented in the videos differed: The first study used an unknown brand, while the second study featured a well-known brand.

Results show that all three groups benefit from the work of fitness influencers: influencers themselves can increase their follower numbers and thus their market value by appearing as credible as possible and thereby achieving a positive attitude among users. Followers show a greater willingness to be physically active and thus improve their health. For this, however, a friendly relationship with the influencer and a positive attitude towards their behaviour are crucial. When it comes to purchase intent, the attitude towards the brand in question is the most important factor.

The authors of the study summarise: “Influencers appear to be effective ambassadors for campaigns that pursue both goals: commercial success for brands and health benefits for those who are motivated to exercise by the influencers.” According to the findings, it makes little difference to the fundamental benefits of influencers or followers whether the people exercising in the videos are men or women, or whether the viewers are men or women. Based on the evidence from the studies, the research team recommends that the marketing departments of sports equipment manufacturers focus on gender-congruent constellations, i.e. female influencers for a female audience.

Durau, J., Diehl, S., & Terlutter, R. (2024). Working (out) with fitness influencers – benefits for the fitness influencer, user health, and the endorsed brand: Key factors and the role of gender and brand familiarity. Digital Health, 2024; 10. doi:10.1177/20552076241258393