Consumers' attitudes towards health and wellness: Exploring motivations, barriers, and the impact of social media influencers
Tez Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: İzmir Ekonomi Üniversitesi, İşletme Fakültesi, İşletme, Türkiye
Tez Danışmanı: Zeynep Ertekin
Tezin Onay Tarihi: 2024
Tezin Dili: İngilizce
Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
Desteklendiği Program: Diğer
Özet:
| Consumers' interest in and willingness to adopt health and wellness behavior has been gaining importance in today's marketing world. In this regard, social media and social media influencers who share content about health and wellness have a considerable effect on consumers' behaviors. To explore consumers' existing motivations and barriers towards health and wellness behavior, alongside how consumers' health and wellness behaviors are shaped by social media and social media influencers, semi-structured in-depth interviews with 16 consumers in Izmir in the fall of 2022 were conducted. Findings reveal that motivations and barriers for consumers' health and wellness behavior group under two themes: social factors and personal factors. The themes related to the positive impact of social media and social media influencers on consumers' health and wellness behaviors encompass informativeness, encouragement, affordability, and practicality. The themes related to the negative impact of social media and social media influencers on consumers' health and wellness behaviors encompass physical injury and obsession. |