피트니스 시장의 디지털 전환 이해하기: 인플루언서 커뮤니티의 네트워크 네러티브 연구
Understanding the Digital Transformation of the Fitness Market: Networked Narratives Study of the Influencer Community
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This study aimed to analyze the fitness influencer community’s narrative strategy to understand the fitness market changes in the digital transformation era. Specifically, we analyzed the core narrative strategies of fitness influencers using digital platforms and regarded them as ‘content creators.’ The study subjects searched for popular and well-known fitness influencers using keywords (#) and keywords such as fitness, body shaping, and diet. The network coproduction model (Kozinetz et al., 2010), which helps analyze the word-of-mouth marketing strategy in the online community, was applied as the framework of this study. The core components of this research model are 1) community character narrative, 2) community communication topic, 3) community language and terminology, and 4) community marketing promotion elements. This study found that as marketers, fitness influencers need to communicate sincerely with their followers to achieve market leadership and marketing effects. The results of this study suggested that experts and marketers in the fitness market are necessary to learn digital technology suitable for the digital transformation era and pay attention to targeting the fitness market using a digital platform.
Abstract
This study aimed to analyze the fitness influencer community’s narrative strategy to understand the fitness market changes in the digital transformation era. Specifically, we analyzed the core narrative strategies of fitness influencers using digital platforms and regarded them as ‘content creators.’ The study subjects searched for popular and well-known fitness influencers using keywords (#) and keywords such as fitness, body shaping, and diet. The network coproduction model (Kozinetz et al., 2010), which helps analyze the word-of-mouth marketing strategy in the online community, was applied as the framework of this study. The core components of this research model are 1) community character narrative, 2) community communication topic, 3) community language and terminology, and 4) community marketing promotion elements. This study found that as marketers, fitness influencers need to communicate sincerely with their followers to achieve market leadership and marketing effects. The results of this study suggested that experts and marketers in the fitness market are necessary to learn digital technology suitable for the digital transformation era and pay attention to targeting the fitness market using a digital platform.
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