The Influencing Phenomenon – Impact of Fitness Influencers on Sports Activity

Abstract

Social media are increasingly determining people’s everyday lives. Especially young adults aged 18 to 38, Generation Y in Germany, spend several hours a day dealing with the topic of social media. In the course of the popularity of social platforms, socalled opinion makers, influencers or influencers emerged. Opinion makers from the fitness industry are particularly popular in the social media. This study deals with the research question ’What role do fitness influencers play on Instagram in Generation Y and their sports activity? Using a quantitative online survey, Generation Y people with an Instagram account were able to anonymously express their opinion. Four supporting hypotheses are put forward for the research question. 240 people (w=149; m=91) participated in the study. The results show that fitness influencers can influence physical activity. This opens up other possibilities for studying the influence of influencers.

Keywords: Fitness Influencer; Sport; Soziale Medien; Instagram und Training.