Fitness Influencers. Impact on Purchase Intentions and Attitudes of Instagram Users

Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: This master thesis empirically assesses the impact of the fit between digital fitness influencers and promoted brands on attitudes and purchase intentions of Instagram users. The study identifies atti...