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The role of social media marketing in promoting physical activity and health in students population

Žeger, Slavica; Pažur, Ivana; Bojan, Georgievski The role of social media marketing in promoting physical activity and health in students population. In: 13th Annual Meeting and 8th Conference of HEPA Europe (15 November 2017 - 17 November 2017) Zagreb, Croatia. (Unpublished)

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Introduction: Social media changed the way we interact with each other. Using it for business purposes and being present on as many sites as possible has become a basic requirement. A shift from conventional to social media is evident, forcing companies to adapt. Students, as a targeted audience, spend a good share of their time online, making social media physical activity (PA) interventions a legitimate choice when it comes to addressing physical inactivity. Activities Undertaken: This paper discuses Instagram as a potential marketing platform to promote PA in the student population showcasing how to reach the right audience with the right content on the example of eleven sport-related companies who mastered the implementation of social media initiatives. Results and Conclusions: Social media represents opportunity that surpasses traditional middleman and gives companies a chance to connect directly with consumers. In addition to other benefits they represent a low-cost tool, as most of the social networking sites are free. Provided is analysis of sport-related companies on Instagram who mastered the implementation of social media initiatives, showcasing how same principles can be implemented to promote PA in student population. However, due to current lack of empirical evidence on Instagram efficiency further research is suggested to determine if social media marketing can become a primary marketing strategy to address physical inactivity among young adults.

Item Type: Unpublished conference/workshop items or lecture materials
Uncontrolled Keywords: physical activity interventions; social media marketing; students; Instagram
Subjects: SOCIAL SCIENCES > Economics > Marketing
SOCIAL SCIENCES > Information and Communication Sciences
Divisions: Centre for scientific information
Depositing User: Ivana Pažur
Date Deposited: 15 Nov 2017 11:43

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