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Social media and the rise of the fitness star

Marriott, Hannah R. ORCID: https://orcid.org/0000-0002-4439-1213 2025. Social media and the rise of the fitness star. Williams-Burnett, Nicola and Marriott, Hannah R., eds. Marketing for the Health and Fitness Industry: Technology, Strategy and Value, Emerald Publishing Limited, pp. 85-113. (10.1108/978-1-83982-904-820251005)

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Abstract

Social media has dramatically changed the way in which businesses across sectors operate. The fitness industry has seen fundamental advancements with the incorporation of social media and has assisted in its significant developments and growth in the last decade. Fitness communities have blossomed worldwide and have seen the rise of small- to large-scale fitness stars offering advice and fitness journeys to the masses. Whilst the significant impact of social media on the fitness industry is generally well known, this chapter looks to explain the core theories, frameworks and concepts that underpin its success, whilst drawing on practical examples. Despite the apparent benefits of social media on the fitness industry, this chapter also addresses some of the negative outcomes of its use and draws on important rules, regulations and considerations for responsible social media usage.

Item Type: Book Section
Date Type: Publication
Status: Published
Schools: Schools > Business (Including Economics)
Publisher: Emerald Publishing Limited
ISBN: 9781839829055
Last Modified: 12 Aug 2025 11:30
URI: https://orca.cardiff.ac.uk/id/eprint/180395

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