Exploring The Role Of Self-concept In The Effectiveness Of Digital Marketing

Exploring The Role Of Self-concept In The Effectiveness Of Digital Marketing By Commercial Gyms For 18-25 Year Old In Yorkshire, Uk.

LITERATURE REVIEW

2.1 Consumer behaviour theories relevant to the purchase of services such as gym memberships

Digital marketing has been described by Bala and Verma (2018) as the use of websites, applications, mobile devices, social media, search engines and other digital means to endorse and trade products and services. In relation to assessing the impact of digital marketing on consumer behaviour regarding gym memberships, there are specific understandings that need to be focussed upon. The effect of social media advertising is the foremost one. Kapnia (2022) emphasised that the influence of social media advertising on consumer behaviour in the fitness industry has been on the rise. There are varied platforms like Facebook Pages, Instagram Pages, and YouTube Channels, which have concentrated on gyms, further aiming precise demographics based on interests, location and behaviour. This permits the companies to guarantee that they are offering advertisements based on preferences that are thoroughly linked to the targeted group’s needs and wants. According to Chaffey and Smith (2022), when the ad content is strategically crafted, it helps to highlight the benefits of gym memberships, presenting success stories and providing promotions which can be used by gyms to capture the attention of potential customers and help drive conversations.

Apart from social media advertising, Gavilanes, Flatten and Brettel (2018) underlined that engagement through content marketing is also an important aspect in the digital marketing area. It is imperative to note that content marketing has become a powerful tool for engaging consumers and building brand awareness in the fitness sector. Gyms can now make use of blogs, videos, podcasts, and infographics to ensure that they are able to offer information, tips, and insights that are valuable in terms of the health, fitness, and wellness of the target audience. However, Campbell and Farrell (2020) asserted that there is a need to ensure that high quality content is created which is extremely relevant and resonates with the target audience. This would help gyms to position themselves as authoritative sources and establish trust, ultimately influencing consumers' decision to sign up for memberships.

One aspect that needs to be focused upon in digital marketing for gym memberships is the use of influencer partnerships. According to Roosen, Lüttje and Junghagen (2020), collaborating with influencers and fitness enthusiasts tends to amplify gyms' digital marketing efforts and reach a wider audience. The idea here is to focus on the area of influencers usually having dedicated followers who trust their recommendations and advice. This helps in ensuring that gyms are partnering with influencers that promote gym memberships, share workout routines, and provide authentic testimonials. This way gyms can then leverage the influencers'' credibility and influence to attract new customers and drive conversions. However, Kazancoglu and Aydin (2018) were of the view that opting for optimisation of website and mobile experience is a better approach to focus on.

In the current society, consumers usually expect seamless online transactions when they are carrying out any kind of research and purchasing services, like gym memberships. In such a scenario, Daniel et al. (2023) emphasised that gyms should ensure that their websites are user-friendly, visually appealing and optimised for mobile devices. This comprise the use of easy navigation, clear call-to-action, along with secure payment options. It should also be noted that a positive online experience would help significantly in impacting consumers' perceptions of the gym and their likelihood of completing the membership signup processes.

According to Saura (2021), the data driven decision making is a key aspect of digital marketing too. The digital marketing offers gyms with access to a wealth of data and analytics which tends to inform their strategies and optimise performance. Through the use of analysing metrics (in the form of website traffic, conversion rates, social media engagement), gyms have the advantage of gaining valuable insights into the consumer behaviour, preferences and trends. This particular approach of data driven ensures that gyms are able to refine their digital marketing tactics, target their effort more effectively and be able to maximise their return on investment.

2.1.1 Theory of planned behavior

The Theory of Planned Behaviour (TBP) was originally suggested by Icek Ajzen concentrating on it as a valuable framework that helps with comprehending the consumer decision-making processes (Ajzen, 2020). The key centre of the theory is that an individual’s purpose to achieve an explicit behaviour is obstructed by three main factors which are the attitude towards the behaviour, subjective norms, and perceived behavioural control. According to the Fogel and Ustoyev (2021), within the TBP, consumers’ attitudes towards purchasing gym memberships are developed through their beliefs regarding the benefits of regular exercise and fitness activities. The digital marketing efforts emphasises on the health benefits, convenience, affordability, and the overall value proposition of gym memberships. As a whole, the three aspects helps in positively influencing consumers’ attitudes regarding joining a gym. An example that can be used here is that gyms can showcase success stories of individuals that have attained their fitness goals by using gym memberships as this would work as a motivating factor for other consumers. Apart from this, gyms can also offer free trial sessions which would with creating a favourable attitude towards the behaviour of joining a gym and attaining gym memberships.

One of aspect of the TPB theory is subjective norms. Nagar (2020) asserted that subjective norms emphasises on the perceived social pressure or expectations from others in relations to the behaviour of attaining a gym memberships. It is imperative to note that consumers tend to become influenced by the opinions of friends, family or peers that value fitness and lead healthy lifestyles. Silva, Farias and Silva (2023) highlighted that by making use of digital marketing campaigns, social proofs (in the form of testimonials from satisfied gym members of endorsements from fitness influencers) could help with reinforcement of positive subjective norms. This would encourage consumers to associate their behaviour with perceived social expectations. 

Hagger et al. (2022) debated that perceived behavioural control of TPB theory is an area that is far more significant than the previous two aspects discussed above. Perceived behavioural control shows consumers' perceptions of their ability to perform the behaviour and overcome potential obstacles or barriers. Within this area, digital marketing strategies focus on the ease of signing up for gym memberships, accessing facilities, scheduling workouts, and tracking progress, which can help with improving consumers' perceived behavioural control. However, Mooney (2018) was of the view that providing informative content, interactive tools and personalised recommendations are the key to ensuring that consumers are convinced about getting gym memberships. By using the aforementioned measures, digital channels can help consumers make informed decisions and feel confident about their ability to commit to gym membership.

Focusing on the Source Credibility model being linked to the TBP, it should be noted that digital marketing influences consumer decision-making processes as well for gym memberships. Zakaria, Mustaffa and Mohamad (2020) highlighted that the Source Credibility Model was developed by Hovland, Janis and Kelly in 1953, focusing on the credibility of the message source that affects the individual's attitudes and behaviours. The model emphasised that individuals are more inclined to accept messages that are delivered through credible sources than those that are delivered through non-credible sources. At this point, Wang and Scheinbaum (2018) asserted that credibility is mainly assessed based on the expertise, trustworthiness and attractiveness of the message source. 

In relation to gym memberships, a key aspect to focus on is expertise. Zhao, Stylianou, and Zheng (2018) stated that consumers tend to trust and become influenced by messages from sources that are known to be knowledgeable and experienced in the fitness industry. A digital marketing campaign that features endorsements from certified fitness trainers, renowned athletes, or reputable health organisations tends to improve the perceived expertise of the message source. However, Wang and Scheinbaum (2018) debated that more than expertise, it is the trustworthiness that consumers focus on. When digital marketing focuses on feature endorsements that are from trustworthy sources (for instance, well-known fitness influencers who have shown a proven track record of promoting health and wellness), it helps to improve consumer trust and confidence in joining a gym.

2.1.2 Theory of Self-concept

According to Alsaker and Kroger (2020), the theory of self-concept is a psychological concept focusing on the way individuals perceive and evaluate themselves. The theory further emphasises that individuals have a fundamental need to maintain a consistent and positive self-image and that their behaviours comprise purchasing decisions, which are influenced by their self-concept. In relation to the purchasing services of gym memberships, the self-concept provides various aspects to focus on.

Wu et al. (2020) asserted that a basic norm is that individuals tend to seek products and services that align with their desired self-image or ideal self-concept. This means that for individuals who are looking to join a gym or commit to a fitness regimen, it would mainly be driven by a desire to improve their self-image by adopting a healthier lifestyle, improving physical fitness and attaining personal fitness goals. One of the aforementioned factors is considered to be the sole reason why individuals opt for gym memberships. According to Reeler (2019), digital marketing campaigns tend to target potential gym members who are focused on improving their own self-image by focusing on health, vitality and confidence.

In contrast to the above aspect, the social identity is also a part of self-concept. Scheepers and Ellemers (2019) highlighted that social identity refers to how individuals perceive themselves in relation to various social groups. In the context of joining a gym or getting a gym membership, individuals can be motivated by a desire to identify with a particular social group or community of like-minded individuals that are focused on prioritising health and fitness. Bagnoli et al. (2022) emphasised that digital marketing strategies tend to capitalise on the aforementioned health and fitness, by highlighting the sense of belonging and camaraderie from current members. Moreover, they also facilitate social interactions through online forums and social media groups.

Self-esteem emphasises on the way individuals evaluate their own worth and capabilities playing a major role in self-concept and consumer behaviour (Bejan, 2023). In relation to joining a gym or getting a gym membership, the main idea is to ensure that engagement is carried out in regards to regular exercise which tend to have positive impact on self-esteem through offering a sense of accomplishment, mastery and empowerment. Hall (2023) asserted that digital marketing campaigns usually target individuals through messaging emphasising on gym memberships. This particular approach boost the self-esteem through helping them achieve fitness goals, overcoming challenges and feeling further confident in their own physical abilities.

The self-expression or the desire to convey one’s identity, values and personality through consumer choices is part of the self-concept theory (Wang et al., 2018). It is imperative to note that for some individuals, the idea of joining a gym or a fitness facility could be seen as a form of self-expression. This means that they are reflecting their unique preferences, interests, and lifestyles. Miranda (2018) asserted that digital marketing focuses on catering to this area of self-concept through highlighting distinctive features, amenities, and values of the gym. This allows consumer to be able to align their membership with their personal identity and self-expression. 

The entire focus should be to ensure that gyms are able to develop a targeted and effective digital marketing strategies which would help in attracting and retaining members. However, at the same, it is vital that individual’s desires for self-image enhancement, social identity, self-esteem and self-expression are focused upon as this would help in influencing consumers. The idea here is to ensure that gyms are able to position themselves as valuable facilitators of personal growth, well-being and self-fulfilment, which would ultimately help in driving higher engagement and loyalty among members.

2.2 Current fitness trends among young adults

The current fitness trends among young adults, specifically in the age group of 18-25 years of the Gen Z demographic, are basically impacted by various factors which comprises cultural shifts, technological advancements, and changing lifestyle preferences. Donati Zeppa et al. (2020) highlighted that High-Intensity Interval Training (HIIT) is perceived to be a major popular trend among young adults. The key reason behind this being is the effectiveness of the training in delivering quick and intense workouts that produces results in a shorter amount of time. According to Atakan et al. (2021), HIIT workouts usually include short bursts of high-intensity exercises which are followed by brief rest periods. This particular approach helps with appealing to busy young adults that value efficiency and effectiveness in their fitness routines. 

Figure 1 - HIIT (Source: Donati Zeppa et al. (2020)

On the other hand, Mulchrone (2021) highlighted that with the rise of digital fitness platforms, applications and online workout videos, numerous young adults are now opting for at-home workout routines. These routines offer them convenience, flexibility and accessibility. Moreover, Guo and Fussell (2022) asserted that virtual workout classes, live streaming sessions and on-demand fitness content are another added advantage. These aforementioned aspects allow young adults to exercise from the comfort of their homes without having the need for expensive gym memberships or equipment. This can be considered as a major disadvantage for the gyms.

Another area to focus on is the functional fitness. Iversen et al. (2021) stated that functional training which is the focus on movements that mimic real-life activities and improve the overall strengths, flexibility and mobility has become popular among young adults. Supporting the prior notion, Oliva-Lozano and Muyor (2020) determined that functional fitness exercises such as squats, lunges, kettlebell swings and TRX suspension training tend to appeal to the young adults that are looking for practical, functional movements which are translated into improving performance in their daily activities and sports. It is vital to note that this would help significantly in making certain that consumers are opting for gym memberships, rather than trying such an exercise at home which could result in injury too.

Outdoor activities is an area that numerous young adults have started to embrace. Longshore et al. (2019) stated that outdoor workouts focuses on fitness activities of running, cycling, hiking and outdoor boot campus which is considered to be a way to connect with nature, along with diversifying the workout routines. Moreover, Donnelly and MacIntyre (2019) asserted that outdoor workout provide a refreshing alternative to traditional gym settings which is an activity that can refresh minds. It also provides opportunities for social interaction and community engagement. It is imperative to note that the aforementioned aspect is considered to be a vital aspect for the Gen Z demographics.

Mind-body practices, an area also known as mindfulness is something that has recently become popular among young adults. Xu et al. (2022) highlighted that mindfulness-based practices comprising yoga, Pilates and mediation are considered to be popular among adults because it provides holistic approaches towards fitness and well-being. Moreover, these practices do not only focus on improving physical strength, but also provide flexibility and balance (Tellhed et al., 2019). The Gen X demographics is considered to be more attuned towards this particular exercise because it promotes mental clarity, stress relief, and emotion resilience is an area that this specific target is focused upon. 

Goodyear, Kerner and Quennerstedt (2019) highlighted that wearable fitness technology is an area that numerous young adults have started to use in their life. The wearable fitness technology comprises of fitness trackers, smart watches, and health monitoring applications which helps the individuals to tract their activity levels, monitor their progress and set fitness goals. Furthermore, Gowin et al. (2019) was of the view that these device also provide real-time feedback and accountability which helps individuals to note down their health pointers and improve on them accordingly. 

According to Gibson, Wagner and Heyward (2024), group fitness classes is an area that has been on the rise. There are various group fitness classes, such as indoor cycling, dance cardio and circuit training which help young adults to feel energetic, motivated and feel that they are working on their health in a positive way. It is imperative to note that group workouts tend to provide social interaction, peer support, and a sense of belonging which are considered to be extremely appealing to the Gen Z demographic that are looking for community and connection.

2.3 The impacts of social media on fitness habits of 18-25 year olds

Social media is an aspect that has been affecting individuals in various ways, from affecting their purchasing decision to their behaviour towards various brands’ products acceptance. It is imperious to note that social media impacts the fitness habits of 18-25 years olds as well, in terms of evaluating the efficiency of digital marketing via commercial gyms that targets this specific demographic. Roosen, Lüttje and Junghagen (2020) proclaimed that social media platforms tend to aid as a powerful channels for commercial gyms that emphases on increasing their visibility and reach among 18-25 years olds. By carrying out targeted advertising, sponsored content and influencer partnerships, gyms can guarantee that they are able to endorse their facilities, services and membership offers in such a way that it would attract young adults easily. Moreover, it is vital to note that gyms can also make use of platforms like Instagram TikTok and YouTube which are known to be extremely popular among 18-25 years old individuals (Lim et al., 2022).

According to Mooney (2018), social media platforms are inundated through fitness-related content that comprises workout videos, transformation stories and motivational quotes as well as fitness challenges. It is important for gyms to make certainty that that 18-25 years old are scrolling through the fitness content on social media. This tends to help in sparking motivation, igniting interest in adopting healthier habits and encouraging individuals to explore different workout routines and fitness trends which are usually promoted by gyms.

Allman‐Farinelli and Nour (2021) highlighted that social media helps with virtual communities and online forums which comprises of 18-25 years old that connect with like-minded individuals. The main focus here is to not only share their fitness journeys, but also look for support and encouragement from other people. It is imperative to note that commercial gyms usually make use of social media so that they are able to create online communities regarding their brand. It helps in providing a platform for young adults to interact, share tips and celebrate achievement which helps in ensuring that every individual is held accountable for their fitness routines and progresses that they are involved in.

According to Easton et al. (2018), social media platforms tend to serve as valuable sources of education and information for 18-25 years olds for those individuals that are focused on improving their fitness habits. The main focus here is to ensure that gyms are making use social media to share informative content, expert advice and tips on nutrition, along with exercise techniques. Cale (2021) asserted that the aforementioned approach would help with empowering young adults and help them make informed decisions regarding their health and fitness journey.

A key aspect of making certain that social media is made successful is by ensuring that engagement and interaction by organisations are kept as a high priority (Drummond, O'Toole and McGrath, 2020). Mooney (2018) was of the view that social media allows commercial gyms to engage with 18-25 years old in ways that are considered to be impactful; for instance carrying out a two-way communication, soliciting feedback and addressing customer inquiries and concerns. It is imperative to note that commercial gyms can also use social media for the purpose of interactive features. These features could be live streaming workouts, Q&A sessions with fitness trainers and connecting with young adults on a personal level through polls and surveys. The end result of the aforementioned approach would be that gyms would be able to build trust and loyalty over time.

A key aspect to focus on about social media is that it is ripped with social proof, comprising testimonials, before and after photos and user-generated content (de Aguiar Ferreira, 2019). These social proofs tend to show the successes and experiences of individuals who have benefitted from gym memberships and fitness programs. According to Pilgrim and Bohnet-Joschko (2019), when young adults see their peers and influencers attaining their fitness goals through commercial gym offerings, it tends to lead to a powerful validation and encouragement that they too can prioritise their own health and fitness.

It is vital to note that social media has a major impact on the young adults, mainly 18-25 years olds in terms of influencing them to make use of gyms for their health and fitness purposes. However, at the same time, it is important that gyms are making use of social media in such a way that actually reflects that the gym is invested in the well-being of its consumers and is not using social media for publicity stunts.

2.4 General fitness industry marketing strategies for retention and engagement of 18-25-year-olds

The fitness industry needs to focus on developing marketing strategies that would help with the retention and engagement of 18-25-year-olds, as there are numerous workout exercises that can be done at home, and individuals do not need to visit fitness facilities or gyms. According to Anderson, Kim and Zhang (2021), the marketing strategies that are to be developed should be focused on specific areas of influencing the target audience for gym sign-ups, personal trainer sign-ups, and engagement in classes as this would help the fitness industry to be able to generate revenue.

One of the strategies that can be implemented is personalised digital marketing campaigns. Chrismas, Majed and Kneffel (2019) highlighted that with the focus on the target audience of 18-25-year-olds, the focus could be on fitness goals, preferences, and self-concept indicators of lifestyle, interests, and values. These particular aspects of data analytics can be used to develop personalised marketing messages that resonate with the individual's self-image and aspirations. Harvey, Li and Wintersberger (2023) were of the view that a better approach would be to highlight the way gym memberships, personal training sessions and group classes are aligned with their desire for self-concept and that by opting for the aforementioned aspects, they would be achieving their fitness goals in a better way. 

According to Audrezet, De Kerviler and Moulard (2020), social media influencer partnerships are a better strategy to opt for. When gyms tend to collaborate with fitness influencers and Gen Z role models who are focused on the positive self-concept and provide a strong presence on social media platforms of Instagram, TikTok and YouTube, they are actually impacting the minds of the young adults into accepting that opting for gyms would be a better option. The idea here is to encourage influencers to share authentic content regarding their fitness journey, share experiences at the gym and talk about the benefits of using personal trainers or attending classes. Jong and Drummond (2020) highlighted that this would help in showcasing different perspectives, along with body types and fitness journeys, which appeal to a wide range of 18-25-year-olds, creating a positive self-concept around the area of fitness and wellness.

The strategy of community building and user-generated content is also an approach that gyms can focus on. DeBord et al. (2018) stated that by developing a sense of community among 18-25-year-olds through creating dedicated social media groups, hashtags or online forums, members can work towards sharing their fitness progress, tips and experiences. Moreover, through encouraging individuals to create user-generated content (comprising workout sessions, transformation photos and testimonials) from customers who have been satisfied with the use of the gym, an inclination can be fostered towards joining a gym or getting a gym membership. Bakri, Krisjanous and Richard (2020) determined that features of user-generated content in digital marketing campaigns showcase the diverse and inclusive community which is developed through the membership and self-concept association.

According to Culos-Reed et al. (2021), virtual fitness experiences highlight the use of providing virtual classes, online coaching sessions or even digital training programs which are tailored towards the preferences and self-concept of 18-25-year-olds. The idea here is to ensure that convenience, flexibility and accessibility are promoted regarding digital fitness in terms of their offerings, highlighting the way they are aligned with the busy lifestyles and tech-savvy preferences of this demographic. Guo and Fussell (2022) asserted that by creating digital content that is engaging in terms of live-streamed workouts, interactive challenges and virtual wellness workshops, young adults would remain motivated and connected to the gym's brand and community as a whole.

The strategy of exclusive membership benefits and rewards is something that tends to attract a large number of young adults, as many tend to look for any kind of reward that would help them save money. Faulkner, Dale and Lau (2019) explored that by designing loyalty programs and exclusive memberships perks, gyms would be able to target specifically 18-25-year-olds through discount offerings for personal training sessions, access to premium content, or priority booking for popular classes. This would help individuals think that the specific gyms are focused on providing top-quality services that improve their health and wellness. Moreover, Groening and Binnewies (2019) were of the view that by using gamification elements, such as achievement badges, challenges and reward points. The idea is to incentivise regular engagement that would help in promoting the gym's services and encourage adherence to fitness goals. The whole focus is to ensure that digital marketing strategies are being used to improve the perceived value of membership and reinforce the positive self-concept that is linked with being a member of the gym.

2.5 Analysis of marketing activities by gym brands focused towards young adults

Different gyms tend to develop different marketing activities to target their audience. However, when it comes to young adults of 18-25-year-olds, it is imperative to note that different activities are used for the purpose of attracting this specific audience. Whelan and Clohessy (2021) highlighted that it is important to understand the digital marketing aspects in the fitness industry, along with the psychological and social influences that tend to shape fitness behaviours and gym-ups, in order to attract young adults, mainly the Gen Z demographic.

There are different digital marketing strategies that can focused upon for the Gen Z demographic. Lim et al. (2022) asserted that gym brands target young adults, focusing on employing a variety of digital marketing channels on social media platforms. These platforms are usually Instagram, YouTube and TikTok, along with making use of influencer partnerships and email marketing, along with mobile applications. Vițelar (2019) was of the view that Gen Z is known to be heavy users of social media platforms (mentioned above), which is considered to be a prime area for gyms to focus on and transform their stories to attract and retain young adults' attention. However, Wang, Hsiao and Hsiung (2022) stated that while digital marketing strategies can provide benefits for gyms in targeting their specific audience, it is vital to note that audiences' preferences tend to change with time which can have an effect on the strategies that are being developed by gyms. Therefore, it is vital that an updated survey is carried out from time to time from the target audience to know about their perception of joining a gym or getting a gym membership.

Psychological influences are an area that should not be ignored when it comes to targeting a specific audience for a business. Krowinska et al. (2023) stated that self-concept and identity play a major role in sharing Gen Z's fitness behaviours and gym sign-ups. The main focus is that gym brands should make use of digital marketing to align their messaging with Gen Z's desire for self-improvement, self-expression and personal growth. Psychologically, individuals tend to make use of fitness regimes to improve their own self-image in a positive way, along with maintaining confidence and focusing on their own well-being. By making use of digital marketing approaches, gym brands can guarantee that they target the psychological aids of individuals, leading to influencing Gen Z's aspirations and values (Dang et al., 2022). However, Saavedra and Bautista Jr (2020) stressed that social comparison and Fear Of Missing Out (FOMO) are the main psychological factors that are inclined to shake Gen Z's fitness behaviours. It is important that gym brands focus on making content that stresses peer achievements, group workouts and social events that would be developed through a sense of community and belonging, reassuring young adults and engaging them with facilities.

Social influences are likewise an area that I want to focus on. Leu et al. (2022) stated that peer impacts and social norms play a major role in Gen Z's fitness behaviours and gym sign-ups. By making use of social proof and user-generated content on digital platforms, gym brands can show the popularity and desirability of their facilities among young adults. It is vital to note that social media helps with social connections and interactions among Gen Z, which permits the growth of online communities where members have the chance to share experiences, offer support and be able to motivate each other. There is a similar trend of trends and cultural shifts taking place in health and wellness that touch Gen Z's fitness behaviours. Arora et al. (2020) stated that gym brands can focus on monitoring and adapting to the trends via digital marketing campaigns by highlighting the emerging fitness modalities, dietary trends and lifestyle choices that are preferred by young adults.

2.6 Influencer marketing and social proof

According to Lee and Kahle (2024), influencer marketing and social proof play a vital role in shaping the self-concept of the younger demographic, focusing on individuals aged 18-25 or those that are part of Gen Z. The first factor to consider is authenticity and relatability. Hund (2019) stated that influencer marketing thrives on the authenticity and relatability of influencers, who are usually seen as peers rather than traditional celebrities. Young adults tend to relate with these influencers more closely because of the values, experiences, and aspirations that these individuals share. It would not be wrong to state here that influencers tend to develop a connection and influence their self-concept to associate with the masses. 

Apart from authenticity and relatability, Dahl (2021) asserted that aspirational lifestyle also plays a crucial role in assessing how influencer marketing takes place. Influencers usually portray aspirational lifestyles, showing their achievements, experiences and possessions. By making use of these aspects, influencers tend to show qualities or lifestyles which they aspire to attain or have already attained. At this point, the target audience, which is the young adults, tends to associate themselves with these influencers and adopt similar behaviours, preferences, and attitudes, eventually leading to shaping their self-concept in alignment with the ideals that have been shown by the influencers. It is imperative to note that this self-concept alignment of young adults may not always result in benefits for them. 

Social comparison, as stated by Schmuck et al. (2019), occurs on social media platforms where young adults tend to compare themselves to influencers and peers. It is imperative to note that any content curated by influencers could lead to unrealistic standards of expectations, which can develop feelings of inadequacy or the desire to copy certain traits or behaviours. However, Choudhry et al. (2022) asserted that by copying the traits of influencers, young adults tend to put themselves into unrealistic thinking patterns that what they are doing is right and they are just showing their own self-concept. This can lead to severe self-harm if the individual is not accepted among his peers for the choices that he makes.

A psychological phenomenon that needs to be focused upon is social proof. Naeem (2021) asserted that social proof is about individuals looking into behaviours and actions of others in order to make their own decisions. It is imperative to note that when young adults focus on influencers that endorse products, services, or lifestyles, it eventually serves as a value or desirability that influences their perception and self-concept. Roethke et al. (2020) stated that this could be a harmful approach and can be considered as a major demotivating factor.

Identity formation is about young adults being part of the formative stage. Hogan (2020) explored that in self-concept, young adults are in a formative stage, with influencers playing a vital role in shaping their identities and self-perceptions. With the help of aligning themselves with influencers that represent the desired attributes or values, young adults tend to interlink the aforementioned aspects into their self-concept, shaping their sense of identity and belonging. Apart from this, the influence on purchasing decisions is another area to focus on. Morton (2020) stated that influencer marketing tends to impact young adults' purchasing decisions since young adults tend to trust the recommendations made by influencers that they follow. This means that when a product is promoted by influencers, young adults tend to go ahead with purchasing those same products. At this point, Goodyear, Armour and Wood (2018) debated that even if the product is not needed by the young adult or is not suitable for the young adult's health, this particular health concern is not paid any attention. Young adults tend to risk their health and well-being in order to follow the influencer that they have an association with. 

Diversification of representation focuses on influencer marketing, which has contributed to the diversity of representation in media and advertising (Masuda, Han and Lee, 2022). Since the diversification also occurs among influencers; it opens a way for young adults to choose from various influencers and opt for the one that they are able to associate with the most and would like to follow his/her trends. Influencer marketing and social proof are known to have major effects on the shaping of the self-concept of young adults, mainly the 18-25-year-olds or those that belong to Gen Z. Through the leveraging of influencers' authenticity, relatability and aspirational lifestyles, brands help with influencing young adults perception of heir own self as well as of their preferences, which shapes the way self-concept is aligned with values and ideals represented through influencers.

2.7 Technology and fitness apps

Technology and fitness applications have revolutionised the way commercial gyms are engaged with and market 18-25-year-olds. Eler et al. (2018) highlighted the use of mobile accessibility. There are commercial gyms that tend to adopt fitness applications in order to make their services more appealing and accessible to 18-25-year-olds. It should be noted that these individuals are considered to be heavy users of mobile devices. Farrokhi et al. (2021) asserted that fitness applications allow young adults to be able to access workout routines, track progress, book classes and engage with the gyms' community from their smartphones. It would not be wrong to state that all these lead to improving convenience and flexibility. 

Personalisation is an area that fitness applications tend to use to tailor the experiences of individuals by aligning them to their preferences, goals, and fitness levels of 18-25 year olds (Monteiro-Guerra et al., 2019). It is vital to note that commercial gyms tend to make use of data analytics and user insights, which are mainly used to deliver personalised recommendations, content and incentives through the applications. The main focus behind the aforementioned approach is to increase engagement and retention through this particular demographic. 

Gamification is an element that can help commercial gyms significantly in engaging with 18-25 year olds. Neupane et al. (2021) stated that commercial gyms can incorporate gamification elements in their fitness applications to motivate and incentivise 18-25-year-olds to stay active and engage with the content. Gyms can provide various features, such as challenges, rewards, leaderboards, and achievement badges, that would help with encouraging young adults to set goals and track goals. It is imperative to note that this would help ensure that a sense of fun and accomplishment is developed among young adults and that they enjoy coming to the gym.

According to Tu, Hsieh and Feng (2019), social integration within the fitness applications mainly focus on social features of connecting, interacting and sharing their fitness journey with friends and peers. The aspect of social integration allows users to join virtual communities, participate in group challenges, and share workout achievements on social media. It would not be wrong to state here that all of this leads to improving engagement and social interaction within the gyms' ecosystem.

Content marketing is another rapidly acceptable area for fitness facilities and gyms. Roosen, Lüttje and Junghagen (2020) stated that commercial gyms tend to make use of fitness applications for content marketing, delivering valuable fitness-related content. These are usually in the form of workout videos, nutritional tips and wellness articles for young adults. With the help of offering informative and engaging content on the applications, gyms can ensure to show themselves as using trusted sources of fitness knowledge and expertise. This helps make the brand further stronger, and loyalty is generated among the targeted audience.

Luhanga et al. (2018) stated that fitness applications should allow commercial gyms to send push notifications to the target audience, along with targeted engagements. The main purpose behind this approach is that it would allow young adults to be informed, motivated and remain engaged with the content. Push notifications are defined as messages that are sent directly to the user's mobile device. These messages tend to appear directly on the mobile lock screen so that the user can get their attention immediately rather than having a delay (Pielot, Vradi and Park, 2018). The idea here is that gyms should make use of push notifications that would remind users of upcoming classes, provide personal recommendations and promote special offers or events. This helps drive increased participation and retention of the target audience. 

The integration of wearable technology is also an area on the rise. Numerous young adults have started to make use of wearing fitness trackers or smartwatches, which allow them to track their activity seamlessly and monitor performance on a daily basis (Ferreira et al., 2021). It is imperative to note that by integrating this wearable technology, users are able to improve their knowledge regarding their own health and ensure to utilise the gym's services in an effective way.

2.8 Limitations in current literature

The literature carried out above focused on the self-concept and digital marketing, targeting young adults (18-25 year olds) or Gen Z. It is imperative to note that there are certain limitations that are derived from the above literature. The first limitation is that there is a lack of cultural diversity. Studies (Bala and Verma, 2018; Chrismas, Majed and Kneffel, 2019) highlighted the self-concept and digital marketing mainly in the Western, urban populations, along with neglecting the cultural diversity in the targeted demographic. It is imperative to note that different studies provide different cultural perspectives, which leads to examining the way self-concept and digital marketing tend to vary in different cultural contexts.

Apart from the lack of cultural diversity, limited generalizability has been found in the literature. It is imperative to note that various studies cited in the literature were carried out in controlled settings or specific geographical regions. This led to the limited generalizability of including a broader population of young adults. There is a need to ensure that more diverse settings and populations are made part of the study, which would enhance the external validity of findings and offer insights that are part of the wider range of literature.

A major limitation that has been found in the literature is that there has been an overemphasis on social media platforms. It is understood that social media platforms were a major part of the study focusing on digital marketing strategies; however, other digital channels and technologies were usually overlooked. This shows that there is a need for focusing on various other digital channels that would allow us to gain a better insight into the research topic.

Reference

• Ajzen, I., 2020. The theory of planned behavior: Frequently asked questions. Human behavior and emerging technologies, 2(4), pp.314-324.
• Allman‐Farinelli, M. and Nour, M., 2021. Exploring the role of social support and social media for lifestyle interventions to prevent weight gain with young adults: Focus group findings. Journal of Human Nutrition and Dietetics, 34(1), pp.178-187.
• Alsaker, F.D. and Kroger, J., 2020. Self-concept, self-esteem, and identity. In Handbook of adolescent development (pp. 90-117). Psychology Press.
• Anderson, D.J.F., Kim, A. and Zhang, J.J., 2021. The fitness industry in the USA. In The Global Private Health & Fitness Business: A Marketing Perspective (pp. 69-75). Emerald Publishing Limited.
• Arora, A., Dahlström, P., Hazan, E., Khan, H. and Khanna, R., 2020. Reimagining marketing in the next normal. McKinsey Article.
• Atakan, M.M., Li, Y., Koşar, Ş.N., Turnagöl, H.H. and Yan, X., 2021. Evidence-based effects of high-intensity interval training on exercise capacity and health: A review with historical perspective. International journal of environmental research and public health, 18(13), p.7201.
• Audrezet, A., De Kerviler, G. and Moulard, J.G., 2020. Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of business research, 117, pp.557-569.
• Bagnoli, C., Albarelli, A., Biazzo, S., Biotto, G., Marseglia, G.R., Massaro, M., Messina, M., Muraro, A. and Troiano, L., 2022. Strategic innovation driven by digital transformation. In Digital Business Models for Industry 4.0: How Innovation and Technology Shape the Future of Companies (pp. 1-48). Cham: Springer International Publishing.
• Bakri, M., Krisjanous, J. and Richard, J.E., 2020. Decoding service brand image through user-generated images. Journal of Services Marketing, 34(4), pp.429-442.
• Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
• Bejan, B.M., 2023. The Role Of Self-Esteem In The Buying Decision Process. A Theoretical Approach. Studia Universitatis Babes Bolyai-Negotia, 68(1), pp.67-80.
• Cale, L., 2021. Physical education’s journey on the road to health. Sport, Education and Society, 26(5), pp.486-499.
• Campbell, C. and Farrell, J.R., 2020. More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), pp.469-479.
• Chaffey, D. and Smith, P.R., 2022. Digital marketing excellence: planning, optimising and integrating online marketing. Routledge.
• Choudhry, A., Han, J., Xu, X. and Huang, Y., 2022. " I Felt a Little Crazy Following a'Doll'" Investigating Real Influence of Virtual Influencers on Their Followers. Proceedings of the ACM on human-computer interaction, 6(GROUP), pp.1-28.
• Chrismas, B.C., Majed, L. and Kneffel, Z., 2019. Physical fitness and physical self-concept of male and female young adults in Qatar. PloS one, 14(10), p.e0223359.
• Culos-Reed, N., Wurz, A., Dowd, J. and Capozzi, L., 2021. Moving online? How to effectively deliver virtual fitness. ACSM's health & fitness journal, 25(2), pp.16-20.
• Dahl, S., 2021. What is the role of aspirations in social media influencer marketing?.
• Dang, V.T., Nguyen, H.V., Hoang, T.H., Nguyen, T.H., Tran, V.T., Nguyen, Q.H. and Nguyen, N., 2022. Gyms’ indoor environmental quality and customer emotion: the mediating roles of perceived service quality and perceived psychological safety. Leisure Studies, 41(2), pp.263-280.
• Daniel, A.O., Precious, O.I., Oluwapelumi, O. and Ebenezer, O.F.O., 2023. Adaptive Multiple User-Device Interface Generation for Websites. IUP Journal of Computer Sciences, 17(4).
• de Aguiar Ferreira, M., 2019. Is Luxury Meant To Be Online? How User-Generated Content Influences Value Perceptions In The Context of Fashion Brand Communities.
• DeBord, L.C., Patel, V., Braun, T.L. and Dao Jr, H., 2018. Social media in dermatology: clinical relevance, academic value, and trends across platforms. Journal of Dermatological Treatment.
• Donati Zeppa, S., Sisti, D., Amatori, S., Gervasi, M., Agostini, D., Piccoli, G., Bertuccioli, A., Rocchi, M.B., Stocchi, V. and Sestili, P., 2020. High-intensity interval training promotes the shift to a health-supporting dietary pattern in young adults. Nutrients, 12(3), p.843.
• Donnelly, A.A. and MacIntyre, T.E., 2019. Physical activity in natural settings. Routledge.
• Drummond, C., O'Toole, T. and McGrath, H., 2020. Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), pp.1247-1280.
• Easton, S., Morton, K., Tappy, Z., Francis, D. and Dennison, L., 2018. Young people’s experiences of viewing the fitspiration social media trend: Qualitative study. Journal of medical Internet research, 20(6), p.e219.
• Eler, M.M., Rojas, J.M., Ge, Y. and Fraser, G., 2018, April. Automated accessibility testing of mobile apps. In 2018 IEEE 11th International Conference on Software Testing, Verification and Validation (ICST) (pp. 116-126). IEEE.
• Farrokhi, A., Farahbakhsh, R., Rezazadeh, J. and Minerva, R., 2021. Application of Internet of Things and artificial intelligence for smart fitness: A survey. Computer Networks, 189, p.107859.
• Faulkner, G., Dale, L.P. and Lau, E., 2019. Examining the use of loyalty point incentives to encourage health and fitness centre participation. Preventive Medicine Reports, 14, p.100831.
• Ferreira, J.J., Fernandes, C.I., Rammal, H.G. and Veiga, P.M., 2021. Wearable technology and consumer interaction: A systematic review and research agenda. Computers in human behavior, 118, p.106710.
• Fogel, J. and Ustoyev, S., 2021. Social media advertisements with deposit contracts and fitness club/gym membership: are consumers persuaded?. Journal of Consumer Marketing, 38(1), pp.27-38.
• Gavilanes, J.M., Flatten, T.C. and Brettel, M., 2018. Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising, 47(1), pp.4-23.
• Gibson, A.L., Wagner, D.R. and Heyward, V.H., 2024. Advanced fitness assessment and exercise prescription. Human kinetics.
• Goodyear, V.A., Armour, K.M. and Wood, H., 2018. Young people and their engagement with health-related social media: New perspectives. Sport, education and society.
• Goodyear, V.A., Kerner, C. and Quennerstedt, M., 2019. Young people’s uses of wearable healthy lifestyle technologies; surveillance, self-surveillance and resistance. Sport, education and society, 24(3), pp.212-225.
• Gowin, M., Wilkerson, A., Maness, S., Larson, D.J., Crowson, H.M., Smith, M. and Cheney, M.K., 2019. Wearable activity tracker use in young adults through the lens of social cognitive theory. American Journal of Health Education, 50(1), pp.40-51.
• Groening, C. and Binnewies, C., 2019. “Achievement unlocked!”-The impact of digital achievements as a gamification element on motivation and performance. Computers in Human Behavior, 97, pp.151-166.
• Guo, J. and Fussell, S.R., 2022. " It's Great to Exercise Together on Zoom!": Understanding the Practices and Challenges of Live Stream Group Fitness Classes. Proceedings of the ACM on human-computer interaction, 6(CSCW1), pp.1-28.
• Guo, J. and Fussell, S.R., 2022. " It's Great to Exercise Together on Zoom!": Understanding the Practices and Challenges of Live Stream Group Fitness Classes. Proceedings of the ACM on human-computer interaction, 6(CSCW1), pp.1-28.
• Hagger, M.S., Cheung, M.W.L., Ajzen, I. and Hamilton, K., 2022. Perceived behavioral control moderating effects in the theory of planned behavior: A meta-analysis. Health Psychology, 41(2), p.155.
• Hall, S., 2023. B2B digital marketing strategy: how to use new frameworks and models to achieve growth. Kogan Page Publishers.
• Harvey, G., Li, J. and Wintersberger, D., 2023. Resistance exercise: competition, coopetition and collective action among self-employed personal trainers in the UK. Employee Relations: The International Journal, 45(6), pp.1511-1526.
• Hogan, R., 2020. My feed does not define me: the role of social networking site usage in adolescent self-concept.
• Hund, E.D., 2019. The influencer industry: Constructing and commodifying authenticity on social media. Publicly Accessible Penn Dissertations, 3636.
• Iversen, V.M., Norum, M., Schoenfeld, B.J. and Fimland, M.S., 2021. No time to lift? Designing time-efficient training programs for strength and hypertrophy: a narrative review. Sports Medicine, 51(10), pp.2079-2095.
• Jong, S.T. and Drummond, M.J., 2020. Exploring online fitness culture and young females. In Re-thinking Leisure in a Digital Age (pp. 50-62). Routledge.
• Kapnia, K., 2022. The rise of social media marketing and its impact on consumer purchasing behavior in sports apparel. Available at: <https://www.theseus.fi/handle/10024/748210> [Accessed on 24 March 2024]
• Kazancoglu, I. and Aydin, H., 2018. An investigation of consumers’ purchase intentions towards omni-channel shopping: A qualitative exploratory study. International Journal of Retail & Distribution Management, 46(10), pp.959-976.
• Krowinska, A., Backhaus, C., Becker, B. and Bosser, F., 2023. Digital Content Marketing: Creating Value in Practice. Taylor & Francis.
• Lee, C. and Kahle, L., 2024. Services as emulation marketing: conceptualisation and concerns. Journal of Services Marketing, 38(1), pp.103-112.
• Leu, J., Tay, Z., van Dam, R.M., Müller-Riemenschneider, F., Lean, M.E., Nikolaou, C.K. and Rebello, S.A., 2022. ‘You know what, I’m in the trend as well’: understanding the interplay between digital and real-life social influences on the food and activity choices of young adults. Public health nutrition, 25(8), pp.2137-2155.
• Lim, M.S., Molenaar, A., Brennan, L., Reid, M. and McCaffrey, T., 2022. Young adults’ use of different social media platforms for health information: Insights from web-based conversations. Journal of medical Internet research, 24(1), p.e23656.
• Lim, M.S., Molenaar, A., Brennan, L., Reid, M. and McCaffrey, T., 2022. Young adults’ use of different social media platforms for health information: Insights from web-based conversations. Journal of medical Internet research, 24(1), p.e23656.
• Longshore, K., McAlarnen, M.M., Sappington, R. and Harmon, D., 2019. Mindfulness and green exercise: Enhancing our relationship with physical activity and the natural world. In Physical Activity in Natural Settings (pp. 314-334). Routledge.
• Luhanga, E.T., Hippocrate, A.A.E., Suwa, H., Arakawa, Y. and Yasumoto, K., 2018. Identifying and evaluating user requirements for smartphone group fitness applications. IEEE Access, 6, pp.3256-3269.
• Masuda, H., Han, S.H. and Lee, J., 2022. Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterisations. Technological Forecasting and Social Change, 174, p.121246.
• Miranda, T., 2018. Being a Millennial: Age-based or Mindset-based?.
• Monteiro-Guerra, F., Rivera-Romero, O., Fernandez-Luque, L. and Caulfield, B., 2019. Personalisation in real-time physical activity coaching using mobile applications: a scoping review. IEEE journal of biomedical and health informatics, 24(6), pp.1738-1751.
• Mooney, R., 2018. The Impact of Social Media and Social Media Influencers on Millennials Motivation Towards Gym usage. Available at <https://norma.ncirl.ie/3393/1/rachaelmooney.pdf>. Accessed on 24 March 2024.
• Morton, F., 2020. Influencer marketing: An exploratory study on the motivations of young adults to follow social media influencers. Journal of Digital & Social Media Marketing, 8(2), pp.156-165.
• Mulchrone, M., 2021. Motivating exercise through social media.
• Naeem, M., 2021. The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research: An International Journal, 24(3), pp.281-301.
• Nagar, K., 2020. An Examination of gym supplement choice: Using the modified theory of planned behaviour. Journal of Food Products Marketing, 26(7), pp.499-520.
• Neupane, A., Hansen, D., Fails, J.A. and Sharma, A., 2021. The role of steps and game elements in gamified fitness tracker apps: a systematic review. Multimodal Technologies and Interaction, 5(2), p.5.
• Oliva-Lozano, J.M. and Muyor, J.M., 2020. Core muscle activity during physical fitness exercises: A systematic review. International journal of environmental research and public health, 17(12), p.4306.
• Pielot, M., Vradi, A. and Park, S., 2018, September. Dismissed! a detailed exploration of how mobile phone users handle push notifications. In Proceedings of the 20th international conference on human-computer interaction with mobile devices and services (pp. 1-11).
• Pilgrim, K. and Bohnet-Joschko, S., 2019. Selling health and happiness how influencers communicate on Instagram about dieting and exercise: mixed methods research. BMC public health, 19, pp.1-9.
• Reeler, R.T., 2019. Consumer Behaviour Typology of Members of Health and Fitness Centres. SIGNATURE.
• Roethke, K., Klumpe, J., Adam, M. and Benlian, A., 2020. Social influence tactics in e-commerce onboarding: The role of social proof and reciprocity in affecting user registrations. Decision Support Systems, 131, p.113268.
• Roosen, J.M., Lüttje, M. and Junghagen, S., 2020. The Role of Social Media Marketing Strategies of Gym Chains and the Creation of Customer-Based Brand Equity. Unpublished Master’s Thesis, Copenhagen Business School, Frederiksberg, Denmark.
• Roosen, J.M., Lüttje, M. and Junghagen, S., 2020. The Role of Social Media Marketing Strategies of Gym Chains and the Creation of Customer-Based Brand Equity. Unpublished Master’s Thesis, Copenhagen Business School, Frederiksberg, Denmark.
• Roosen, J.M., Lüttje, M. and Junghagen, S., 2020. The Role of Social Media Marketing Strategies of Gym Chains and the Creation of Customer-Based Brand Equity. Unpublished Master’s Thesis, Copenhagen Business School, Frederiksberg, Denmark.
• Saavedra, C.M.C. and Bautista Jr, R.A., 2020. Are you" in" or are you" out"?: Impact of FoMO (Fear of Missing Out) on Generation Z's Masstigebrand Apparel Consumption. Asia-Pacific Social Science Review, 20(2).
• Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.
• Scheepers, D. and Ellemers, N., 2019. Social identity theory. Social psychology in action: Evidence-based interventions from theory to practice, pp.129-143.
• Schmuck, D., Karsay, K., Matthes, J. and Stevic, A., 2019. “Looking Up and Feeling Down”. The influence of mobile social networking site use on upward social comparison, self-esteem, and well-being of adult smartphone users. Telematics and informatics, 42, p.101240.
• Silva, M.J.D.B., Farias, S.A.D. and Silva, C.J., 2023. Endorsement on Instagram and cultural dimensions: an analysis of digital influencers. The Bottom Line, 36(1), pp.1-28.
• Tellhed, U., Daukantaitė, D., Maddux, R.E., Svensson, T. and Melander, O., 2019. Yogic breathing and mindfulness as stress coping mediate positive health outcomes of yoga. Mindfulness, 10, pp.2703-2715.
• Tu, R., Hsieh, P. and Feng, W., 2019. Walking for fun or for “likes”? The impacts of different gamification orientations of fitness apps on consumers’ physical activities. Sport Management Review, 22(5), pp.682-693.
• Vițelar, A., 2019. Like me: Generation Z and the use of social media for personal branding. Management Dynamics in the Knowledge Economy, 7(2), pp.257-268.
• Wang, F.J., Hsiao, C.H. and Hsiung, T.T., 2022. Marketing strategies of the female-only gym industry: A case-based industry perspective. Frontiers in Psychology, 13, p.928882.
• Wang, J.J., Wann, D.L., Lu, Z. and Zhang, J.J., 2018. Self-expression through sport participation: Exploring participant desired self-image. European Sport Management Quarterly, 18(5), pp.583-606.
• Wang, S.W. and Scheinbaum, A.C., 2018. Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of advertising research, 58(1), pp.16-32.
• Whelan, E. and Clohessy, T., 2021. How the social dimension of fitness apps can enhance and undermine wellbeing: A dual model of passion perspective. Information Technology & People, 34(1), pp.68-92.
• Wu, S., Ren, M., Pitafi, A.H. and Islam, T., 2020. Self-image congruence, functional congruence, and mobile app intention to use. Mobile Information Systems, 2020, pp.1-17.
• Xu, J., Jo, H., Noorbhai, L., Patel, A. and Li, A., 2022. Virtual mindfulness interventions to promote well-being in adults: A mixed-methods systematic review. Journal of affective disorders, 300, pp.571-585.
• Zakaria, M.R., Mustaffa, N. and Mohamad, E.M.W., 2020. The use of credibility dimension resources in health information provision. Solid State Technology, 63(6), pp.3128-3141.
• Zhao, K., Stylianou, A.C. and Zheng, Y., 2018. Sources and impacts of social influence from online anonymous user reviews. Information & Management, 55(1), pp.16-30.