Leveraging Social Media Marketing to Boost Brand Engagement and Purchase Intent in Fitness Products

Abstract

 The internet market is booming when it comes to fitness due to the increasing number of fit lifestyles and health awareness. This research aims to explore how AIDA (Attention, Interest, Desire, Action) based communication strategies can influence brand awareness, purchase intentions and social media marketing effectiveness in the fitness product industry. A quantitative method was employed where 450 customers are engaging with fitness companies through the social media. We analysed the relationship of brand awareness, purchase intention, social media marketing, and communication strategy by Partial Least Squares Structural Equation Modelling (PLS-SEM). The results demonstrate significant positive effect of AIDA model based communication to enhanced customer behavior and marketing effectiveness. Fitness companies can leverage this information to enhance their digital marketing strategies.