A dive into the social media fitness niche: How fitness influencer type relates to customer engagement

The aim of the thesis is to investigate social media network structures between different types of fitness influencers based on their professional background and following numbers, in regards to customer engagement. The study was conducted to examine the roles they play in the networks they operate in and to provide suggestions for brands wanting to involve influencers as their brand ambassadors. Social media network analysis was conducted for this study. This study found an importance of large following on influence and power within the network, relevance in niches with regards to following numbers, as well as specific benefits that professional athletes, student athletes and pioneer influencers can provide with regards to engagement rates or network patterns. The study improves the understanding of roles of different fitness influencers within social networks and provides suggestions in which areas they can be successfully utilized as brand ambassadors.