Exploring the nature of consumer-influence by fitness brand ambassadors on females in Cape Town

Abstract

Brands are not always aware of the effects their product advertising can have on consumers. When supplement brands make use of fitness models or competitive athletes to promote their products, they do not always keep in mind that it could potentially affect the consumer in a negative manner. Body conscious consumers who have an interest in making lifestyle changes, are prone to be affected by these advertisements, whether it is to motivate them to purchase a product, feel inspired, or to create distressed thoughts about themselves. This study aimed to explore the true nature and effect that fitness brand ambassadors have on their target market, and if there is a potential negative impact that the portrayal of these ambassadors in advertisements, or on social media could have on women in Cape Town. The study followed a triangulation approach, with great emphasis on quantitative data collection. The study also made use of 5 interviews to give the findings a deep and rich understanding of the phenomenon. The qualitative data collection method made it easier for the researcher to analyse and interoperate the data as well as present it in the research. The findings were analysed and the researcher could identify patterns and trends from the data that had been collected. After conducting the study, the researcher found that there is a strong connection between the advertisements of fitness brand ambassadors, and the negative impact it has on consumers. The researcher also found that more than half of the consumers had been influenced to purchase a product that was advertised by fitness ambassadors.