9. Conclusion
9.2. Future Research
The findings of this paper can be revoked by future research since an abductive research approach leads to hypothetical inferences which are based on interpreted observations. However, the findings can also be enhanced through future research in several ways. In addition, future research can also lead to overcoming several of the mentioned limitations. Firstly, a higher variety of gym chains ought to be analyzed to increase the validity of the results. This analysis could for instance be based on further interviews with marketing professionals from other gym chains or industry experts, or on secondary data.
It would be particularly interesting to put further research focus on the general importance of social media for gym chains, as it has been discussed that social media is of special relevance for the illustrated brand John Reed. Secondly, increasing the number and heterogeneity of consumer interviews would also extend the validity of the findings. Increased knowledge on the needs of different gym chain customers can also be beneficial for gym chains in the process of their CBBE creation on social media.
Furthermore, future research is not limited to the research methodology of in-depth interviews that has been applied for this paper. For instance, a fruitful data collection method would be focus groups with consumers as they enable a consumer discussion on gym chains and fitness content on social media. In
120 addition, longitudinal studies could be applied to analyze the entire customer journey. This would illustrate the primary creation of CBBE on social media and the impact of the offline experience at the gym once the consumer becomes a customer.
Resulting from this, we suspect that the way gym chains create their social media marketing strategies will change in the future and we are eager to follow this evolution beyond this study.
121
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Appendix
Appendix 1: Expert interview guide
Before the interview
- Introduction of interviewers
- Research objectives and interview process - Confidentiality of data
- Permission to use expert’s name and John Reed’s website and social media accounts within the analysis
Block 1: John Reed and social media - Introduction of expert and John Reed
- Importance of social media marketing for John Reed’s total marketing efforts - The most used social media platforms and the most important one
- The consumer target of John Reed and its targeting on social media
Block 2: Fitness industry
- Evaluation of the competition in the industry and the influence on John Reed’s social media marketing - Evaluation of fitness influencer and home workouts as competition of John Reed
- Influence of the fitness lifestyle movement on social media on John Reed’s social media marketing possibilities
- Communication with target customer segment on social media
Block 3: John Reed’s social media marketing
- What are the main goals of John Reed’s social media marketing?
- Brand awareness:
o Are you focused on people who are not yet gym customers and thus need information and motivation or more focused on customers of other gym chains?
o Is social media used to differentiate the brand from competitors? Reference made to the brand slogan “Not your average gym”
- Perceived quality:
o Are you aiming at communicating John Reed’s quality as a qym chain on social media?
o Should John Reed’s social media presence improve the quality perception of existing customers?
- Brand loyalty:
o Evaluation of reposting customer content on Instagram as brand loyalty measure o Usage of social media as customer service or community management tool
o What are important factors for customers when deciding to become a gym chain customer? Are the most important factors emphasized on John Reed’s Instagram profile?
- Brand associations:
o Evaluation of the aesthetics of John Reed’s Instagram presence: Link to aesthetics of John Reed in offline experiences?
o Purpose of showcasing fit and muscular customer on Instagram
134 o Evaluation of customer requirements on Instagram: Do they want to be informed, motivated or
personally addressed?
o Which attributes should customers associate John Reed?
Appendix 2: Consumer interview guide
Before the interview
- Introduction of interviewers
- Research objectives and interview process - Confidentiality of data
- Permission to use participant’s name and statements within the analysis - Have you visited the Instagram profile of John Reed before this interview?
Block 1: Demographics
- Introduction of participant, including name, age, profession, place of living, hobbies
Block 2: Fitness routine
- How do you keep yourself fit?
- What kind of influence does fitness have on your life, success, mental health, health, etc.
Block 3: Social media usage
- How important is social media in your life from a scale of 1-10?
- Would you define yourself as a heavy social media user?
- Which networks do you use and which ones do you use the most?
- What are the implications of social media on your communication with companies and brands?
- Do you follow gym chains or fitness brands on social media?
- Do you follow fitness lifestyle accounts on social media?
- Do you follow your current gym’s account on social media?
- What benefits do you have from following fitness related accounts?
- Is social media content from gyms interesting to you at all?
Block 3: Consumer engagement - COBRA:
o How would you evaluate your engagement as a consumer on social media? → Introduce 3 levels of online activeness
- UGC:
o have you ever shared created content related to a brand voluntarily?
- Media dependency:
o Is there information on brands that is only shared on social media?
135 o How would you look for information regarding brands in general?
o How would you look for information on gym chains?
- Parasocial interaction:
o How do you interact with brands on social media ?
o Are there brands that you perceive as persons on social media?
o Does it have an impact on your opinion of a brand when you see how the brand interacts with other consumers on social media?
o Did that happen with your gym chain?
- Perceived credibility:
o Would you agree that sharing a lot of information on social media makes a brand authentic?
Why?
o Would you only react to brand content on social media if it is perceived as credible by you?
o How do you evaluate the credibility of social media content of fitness brands?
- Social identity and community identification:
o Are there online communities on social media which you feel part of?
o Is the interaction with members of said online community a reason for you to engage in social media / engage with a related brand
o Does your gym chain has an online community on social media?
- Extended Self:
o What is your opinion on the fitness lifestyle on social media?
o Do you often experience people you follow presenting themselves as especially fit or healthy on social media?
o Do you do that yourself?
o Do you feel motivated when you see other people posting fitness related content?
- Congruity theory:
o Do you have an ideal image of yourself in mind?
o How does your gym support you in reaching that goal?
o How do fitness brands you follow on social media support you in reaching that goal?
o Does the gym or fitness brand you follow support you in the ideal self image of yourself? Do you feel more motivated?
o What are your most important values regarding fitness and being fit?
o Does the fitness brand you follow represent those values? If not, why do you follow it?
Block 4: Brand equity of gym chains - Brand awareness:
o How are you exposed to fitness related content on social media?
o What do you remember most when you see fitness related content on social media?
o Are the offline experiences you have made with gym chains offline supported / aligned with their social media presence?
- Brand associations:
o What comes into your mind when thinking about your gym chain?
o How important are functional values over the emotional values of a gym chain?