Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Power of Social Media to Our Mind and Body:: Study of social media’s effect on young female’s perception regarding fitness in Sweden
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to investigate the influences of social media in customer perception toward fitness. The main focus of this study are young females living in Sweden, age from 20 to 25 years old, with the purpose of gaining knowledge of social media’s role in their perception toward fitness & the phenomenon behind it.

 

The study can be a guideline for the fitness industry to gain customer insights in terms of what attitudes they hold and which platform has the most impact on social media users toward fitness-related contents.

 

The data for this study were collected from 17 semi- structured interviews in Jonkoping, Sweden. Qualitative research method was adopted in an exploratory nature with the aim of exploring the holistic picture of the topic. Content analysis with human coding was selected to acquire data for further explanations and formulation of recommended implications.

 

The result of this research shows the significant role of social media toward the perception of ideal body image. It also has been aided as a source of inspiration with regard of body transformation progress and a valuable tool for the suggestion of certain exercise & healthy eating. It must be noted that further research is suggested, as the finding is firmly placed on convenience sampling with specific demographic that can lead to certain traits on the use of social media sites.

Place, publisher, year, edition, pages
2017. , 61 p.
Keyword [en]
social media, customer perception, fitness, young females, Swedish market.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-36422ISRN: JU-IHH-FÖA-2-20170496OAI: oai:DiVA.org:hj-36422DiVA: diva2:1115482
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-06-29 Created: 2017-06-26 Last updated: 2017-06-29Bibliographically approved

Open Access in DiVA

fulltext(1862 kB)27 downloads
File information
File name FULLTEXT01.pdfFile size 1862 kBChecksum SHA-512
8f017c90519cc879d0efd44441c97f41c782496c04f9886d13dd565054c3bca7f8ffb4dbfea6d84df00d1a323d3f4e7b10622e4d560d1b1241a42087a082e0d7
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 27 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 141 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf