University of Twente Student Theses
A quantitative study on the effects of sponsorship disclosure and product placement on exercise motivation
Einhaus, Luuk (2024) A quantitative study on the effects of sponsorship disclosure and product placement on exercise motivation.
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| Abstract: | In the current digital era, Instagram fitness influencers significantly shape health behaviors among young adults. This study explores the impact of perceived trustworthiness of these influencers on exercise motivation and investigates the roles of product placement and sponsorship disclosure in this dynamic. The research identifies a critical issue: perceived trustworthiness of influencers does not significantly enhance exercise motivation. Additionally, neither product placement nor sponsorship disclosure significantly moderates this relationship. These findings highlight a complex problem: while influencer authenticity is important, other factors are essential for effectively motivating exercise behaviors. This study contributes to the understanding of the intricate effects of influencer marketing on health behaviors, offering practical insights for marketers. The research underscores the necessity of diverse strategies beyond influencer trustworthiness to motivate audiences, guiding future research and enhancing digital communication strategies in the evolving landscape of social media-driven health promotion. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100310 |
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