Start Date
13-12-2017 9:05 AM
Description
New research on disease as well as increased physical, mental, and emotional health consciousness have motivated dedication to personal health and fitness. New research on disease reveals benefits of increased physical activity on mortality rates as well as the decrease in susceptibility of developing chronic diseases such as cardiovascular disease. Increased health consciousness has sparked the formation of new industries with the advancement of social media, specifically the online fitness industry. “Kayla Itsines” and “Tone It Up” have built online fitness empires centered around women’s health and fitness through social media outlets like YouTube and Instagram. With online fitness programs becoming increasingly popular, what is the distinguishing characteristic that leads consumers to choose online fitness programs over attending traditional gyms? Specifically looking at “Kayla Itsines” and “Tone It Up” as online fitness empires, I propose to explore how both businesses use unique marketing principles—empowerment marketing—to evoke emotional responses and to create brand loyalty. The goal of my research is to determine how the marketing strategies of “Kayla Itsines” and “Tone It Up” influence company retention rates. Through one-to-one in-depth interviews, detailed surveys, and analyses of retention rates, I will determine the effects of empowerment marketing strategies on the brand loyalty of online fitness programs.
empowerment marketing, health and fitness, online fitness, retention rates, marketing strategies
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empowerment marketing, health and fitness, online fitness, retention rates, marketing strategies
Exploring Brand Loyalty through Empowerment Marketing
New research on disease as well as increased physical, mental, and emotional health consciousness have motivated dedication to personal health and fitness. New research on disease reveals benefits of increased physical activity on mortality rates as well as the decrease in susceptibility of developing chronic diseases such as cardiovascular disease. Increased health consciousness has sparked the formation of new industries with the advancement of social media, specifically the online fitness industry. “Kayla Itsines” and “Tone It Up” have built online fitness empires centered around women’s health and fitness through social media outlets like YouTube and Instagram. With online fitness programs becoming increasingly popular, what is the distinguishing characteristic that leads consumers to choose online fitness programs over attending traditional gyms? Specifically looking at “Kayla Itsines” and “Tone It Up” as online fitness empires, I propose to explore how both businesses use unique marketing principles—empowerment marketing—to evoke emotional responses and to create brand loyalty. The goal of my research is to determine how the marketing strategies of “Kayla Itsines” and “Tone It Up” influence company retention rates. Through one-to-one in-depth interviews, detailed surveys, and analyses of retention rates, I will determine the effects of empowerment marketing strategies on the brand loyalty of online fitness programs.
