Health and fitness online communities and product behaviour. Issue 2 (14th February 2019)

• Record Type: Journal Article
• Authors: Dessart, Laurence; Duclou, Maureen
• Is Part Of: Journal of product & brand management. Volume 28:Issue 2(2019)
• Page Start: 188
• Page End: 199
• Publication Date: 2019-02-14
• Subjects: Social media -- Community participation -- Product management -- Online community -- Health and fitness products; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-12-2017-1710
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: This paper aims to determine the impact of online community participation on attitudes and product-related behaviour in the health and fitness sector. Design/methodology/approach: Survey data are collected from 221 users of the social medium Instagram, members of the self-proclaimed health and fitness community (#fitfam). Data are analysed with structural equation modelling. Findings: The study shows that online community identification and engagement significantly increase health environment sensitivity, resulting in heightened engagement in physical fitness and healthy product choices. Social implications: Given the difficulty to remain engaged in pro-health behaviour and the growing impact of social media on young adults' lives, these findings are encouraging. They show that online health and fitness communities provide a supportive environment in which consumers can identify and freely engage and a fertile ground to the development of health sensitivity and product-related behaviour. Originality/value: The study advances knowledge on the role of social media and online communities in promoting health and fitness product behaviours and attitudes.