The Power of the Body in Social Media: Analyzing Digital Fitness Influencers As Product Endorsers

Is there a standardized path for the digital fitness influencers to endorse products/brands in their online profiles? Our findings provide support for the definition of posting patterns that increase the effectiveness of online endorsement, enabling a framework on how to successively promote brands on social media using social influencers.



Citation:

Marianny Jessica de Brito Silva, Salomao Alencar De Farias, Michelle Kovacs Grigg, and Maria de Lourdes de Azevedo Barbosa (2019) ,"The Power of the Body in Social Media: Analyzing Digital Fitness Influencers As Product Endorsers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 848-849.

Authors

Marianny Jessica de Brito Silva, Federal University of Pernambuco - Brazil
Salomao Alencar De Farias, Federal University of Pernambuco - Brazil
Michelle Kovacs Grigg, Breda University of Applied Sciences - The Netherlands
Maria de Lourdes de Azevedo Barbosa, Federal University of Pernambuco - Brazil



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

Ritual Scholarship in Marketing: Past, Present and Future

Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA

Read More

Featured

R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.