Influencer Marketing Effects on Demand Across Fitness Product Categories in an Emerging Urban Market

Abstract

This research study aims to find out the impact of influencer marketing with respect to consumer demand for various types of fitness products in an emerging urban area, specifically the National Capital Region (NCR) of Delhi. The study aims to determine the role of influencer credibility, engagement, and trust in influencing purchase behavior towards fitness apparel, dietary supplements, gym and health club services, and smart wearable devices. A quantitative research technique was used, and data were gathered as primary data using a structured research questionnaire that was conducted with the users of social media who are conscious about fitness. The survey design used in the study was the Likert-scale-based survey design, and the data gathered was analyzed statistically using SPSS to test the relationship to exist between influencer marketing variables as well as the results by category. The findings indicate that influencer marketing has a positive and strong effect on consumer buying intention in all the categories of fitness products, though the level of influence differs according to the type of product. Technology-driven and experiential categories, including services in the gym and smart wearables, are more responsive as they are associated with a higher perceived risk and information dependence. We discovered that customer interaction and a degree of brand confidence significantly mediate the enhancement of influencer-based demand. The paper concludes that influencer marketing is a prosperous strategic instrument for fitness brands working in the markets of emerging urban centers. This study offers novel insights domestically by providing category-specific contextual empirical data, which would guide marketers in formulating specific influences creatively and with trust to optimize demand generation.