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



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