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THE ONLY WAY IS UP
Analysis of the innovative influencer marketing strategy of the fitness brand gymshark and the self-optimization of their influencers as a success factor
Abstract
This thesis dealt with the question of which innovative marketing strategy is behind the influencer marketing of the fitness brand Gymshark. The goal was to find out how the influencers embody the sense of self-optimization, build trust in their followers and where Gymshark as a brand docks onto that paradigm. For this purpose, a literature search is carried out on the topics of self-optimization, influencers and the company Gymshark. The quantitative and hermeneutic image analysis of the Instagram accounts of the fitness influencers is used to determine which body image the Gymshark athletes present, how they gain the trust of their followers and how they create identification potential by creating meaningful self-optimization. It turns out that Gymshark started using social media early on and benefits from the individual communities of its influencers. For the customer, the influencer creates the illusion of a good friend who recommends products. These products represent the means to an end to achieve the self-optimized body that followers emulate and therefore buy Gymshark clothing.
Content
- Research about self-optimization, opinion leader, parasocial relationships, (fitness) influencer/influencer marketing, Gymsharks history and their marketing
- Statistic about all Gymshark-athletes, the body image they present and the question of diversity
- Hermeneutic image analysis about some Gymshark-athletes Instagram accounts and their sensemaking/purpose, their relationship with their followers and the inclusion of Gymshark as a brand in their lifes