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Mooney, Rachael (2018) The Impact of Social Media and Social Media Influencers on Millennials Motivation Towards Gym usage. Masters thesis, Dublin, National College of Ireland.
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Abstract
The exponential growth of social media in the last decade of the twenty first century, means that it has excelled its initial purpose as a communication method for family and friends to connect. The plethora of social media platforms that have emerged in recent years have provided a multitude of opportunities for both individuals and organizations. In line with the growth of social media is the saturation of the fitness industry both solely in Ireland and worldwide.
This study seeks to investigate the impact that both social media and social media influencers can have on the motivation of millennials to attend the gym. Six men and women who belong to the millennial cohort were interviewed, a thematic approach was used in order to acquire themes relevant to the research aims and objectives. From the analysis of themes presented from the interviews, it was concluded that social media and social media influencers do impact the motivations of millennials to attend the gym, it was also found that various types of content encouraged both gym members and non-gym members to work out or rejoin the gym.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HF Commerce > Marketing > Advertising Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks |
| Divisions: | School of Business > Master of Science in Marketing |
| Depositing User: | Caoimhe Ní Mhaicín |
| Date Deposited: | 01 Nov 2018 13:40 |
| Last Modified: | 01 Nov 2018 13:40 |
| URI: | https://norma.ncirl.ie/id/eprint/3393 |
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