SOCIAL MEDIA AS A COMMUNICATION AREA IN FITNESS SERVICES
DOI:
https://doi.org/10.29015/cerem.246Keywords:
social media, fitness, Internet, content marketing, virtual communityAbstract
Publications of Hoffman and Novak (Hoffman, Novak 1996: 66) indicated the impact of changes to Internet communication (many-to-many communication) and a dynamic development of the internet on consumer behaviour. The mere development of the Internet and information technologies, according to R.V. Kozinets, has determined the rise of virtual communities including consumer communities constituting “e-consumers groups whose interactions online are based on the exchange of information, enthusiasm and knowledge on consumption experiences” (Kozinets 1999: 254; Bickart, Schindler 2001). While building their brand through social media, fitness services should manage appropriately the contents of promotional and information messages – to increase recipients’ involvement, build a brand-centred community. This paper aims to characterize social media as communication channels, present the best practices in communicating fitness services through social media and indicate the best, in the Author’s opinion, ways of building interactions with users of fitness services.References
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