Identification and analysis of the key challenges businesses face while trying to leverage social media influencers for marketing in the fitness & nutrition industry

Abstract

This report focuses on how influencers impact consumer behavior in the fitness and nutrition industry and how brands use influencers which are easy mediums for their branding. In this digital era social media has become part of everybody's lives one way or another. Landscape of social media is ever evolving and impacts greatly on the health and wellbeing aspect of people's lives. From this a very distinct type of branding tool has surfaced in this digital environment called the social media influencer. Influencers as the name suggests influences people by using internet presence and affects their perceptions, advertise goods and services, and create communities centered on common interests.