How do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? / Johanna ABESSOLO / 2022

Titre : How do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? Type de document : Mémoire Auteurs : Johanna ABESSOLO, Auteur Année de publication : 2022 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management JEUNE ; MEDIA SOCIAL ; VIDEO ; WEBMARKETING Résumé : Short-form videos on social media provide easy access to new and engaging content, which can be entertaining but also informative and motivational. Moreover, posting short videos on TikTok, Instagram or YouTube has a greater reach than traditional formats. As a result, this format of content can help the fitness industry (gym facilities, personal trainers, fitness influencers) to inspire people, especially young adults (18-30 years old) to have a healthy and sporty lifestyle. In fact, young adults in general spend more time with technology and social media than any other activity and young adulthood is perceived to be a period which can be subject to poor exercise habits. Thus, this paper focuses on how short videos on social media allow the fitness industry to positively influence the attitude of French young adults towards exercising. A quantitative study was conducted with a Qualtrics survey, on a population of 175 people, composed of 69,14% of women, 30,29% of men and 0,57% of non-binary people. This study validated some hypotheses: First, it could be observed that watching short videos related to exercising has an influence on the sports practice of young adults. People who watch a significant number of short videos related to physical activity are more likely to do exercise or change the way they do exercise. It is particularly true among women and people who do exercise at gym facilities. It could also be observed that there is a positive relationship between watching short videos related to physical activity and the motivation to do exercise. However, short videos have not been shown to have a positive impact on people's perception of their bodies. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572158