Health and fitness online communities and product behaviour

Dessart, Laurence; Duclou, Maureen

doi:10.1108/JPBM-12-2017-1710

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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

Peer Reviewed verified by ORBi

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https://hdl.handle.net/2268/227960

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10.1108/JPBM-12-2017-1710

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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 :

Issue :

Pages :

188-199

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 21 September 2018

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546 (27 by ULiège)

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1625 (18 by ULiège)

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