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21 September 2018
Article (Scientific journals)
Health and fitness online communities and product behaviour
Dessart, Laurence  ; Duclou, Maureen
2019 • In Journal of Product and Brand Management, 28 (2), p. 188-199
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Keywords :
social media; health; online community
Abstract :
[en] This study seeks to determine the impact of participating in health and fitness community on social media on individual’s health attitudes and health and fitness product-related behaviour. Survey data are collected from 221 users of the social medium Instagram, members of the self-proclaimed health and fitness community (#fitfam) and analysed with structural equation modelling. The study shows that community identification and engagement significantly contribute to increasing health environment sensitivity, resulting in heightened engagement in physical fitness and healthy product choices. Given the difficulty to remain engaged in pro-health behaviour and the growing impact of social media on young adult’s lives, these findings are encouraging. They show that online health and fitness communities provide a supportive environment in which consumers can identify and freely engage, and a fertile ground to the development of health sensitivity and product-related behaviour. The study contributes to health product promotion and advances the role of social media and online communities in this process.
Disciplines :
Marketing
Author, co-author :
Dessart, Laurence  ;  Université de Liège - ULiège > HEC Liège : UER > Marketing et intelligence stratégique
Duclou, Maureen
Language :
English
Title :
Health and fitness online communities and product behaviour
Publication date :
2019
Journal title :
Journal of Product and Brand Management
ISSN :
1061-0421
eISSN :
2054-1643
Publisher :
Emerald Group, Howard House, United Kingdom
Volume :
28
Issue :
2
Pages :
188-199
Peer reviewed :
Peer Reviewed verified by ORBi

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