Online marketing in the fitness industry

Kay Hettwer

Diplomová práce

Anotace:

In a homogenous marketplace such as the fitness industry where products are easily subject to substitution, marketing has been an essential component to the growth and success of fitness companies. Growing health awareness, the boom of social media, the increasing usage of mobile devices and in general the incremental relevance of the Internet are among other factors which emphasise the importance of online marketing with regard to fitness brands in today’s economy. My thesis will be divided into two parts, a theoretical part and a practical one. The theorical part deals with the general explanation of the concept of online marketing, how it developed and its types. Moreover, online marketing in the fitness industry will be described. The practical part aims at examining online marketing in the fitness industry with the example of social media and influencers marketing of selected specific fitness brands. Furthermore, the impact of online marketing on the fitness industry will be elaborated. Finally, a conclusion will be drawn.

Abstract:

In a homogenous marketplace such as the fitness industry where products are easily subject to substitution, marketing has been an essential component to the growth and success of fitness companies. Growing health awareness, the boom of social media, the increasing usage of mobile devices and in general the incremental relevance of the Internet are among other factors which emphasise the importance of online marketing with regard to fitness brands in today’s economy. My thesis will be divided into two parts, a theoretical part and a practical one. The theorical part deals with the general explanation of the concept of online marketing, how it developed and its types. Moreover, online marketing in the fitness industry will be described. The practical part aims at examining online marketing in the fitness industry with the example of social media and influencers marketing of selected specific fitness brands. Furthermore, the impact of online marketing on the fitness industry will be elaborated. Finally, a conclusion will be drawn.

Keywords

Online marketing, Fitness Industry

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 7. 6. 2018
• Vedoucí: Mgr. Pavel Kotyza
• Oponent: PhDr. Ilona Toufarová

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication