Effectiveness of Healthcare and Fitness Influencers during COVID Times

Abstract

Influencer marketing has played a significant role in marketing to present its products on a digital platform. In this study, we are trying to gauge the effectiveness of healthcare and fitness influencers on Instagram. More specifically, the researchers are trying to find how the one-way interaction and the influencer's credibility are related to purchasing intention. Also, the researchers are trying to find the indirect relationship between purchase intention and social attractiveness, physical attractiveness, and attitude homophily. The researchers have used a linear regression process to analyse the data. This research paper studied the effect on purchase intention due to both source credibility and PSI. We also found the indirect relationship between purchase intention and attitude homophily, physical attractiveness and social attractiveness. Again, these outcomes will benefit both the companies and the bloggers to gain a competitive advantage over other market players. In this research paper, we have studied the consumer buying behaviour of a  particular segment (healthcare and fitness) on Instagram. Also, our respondents are located in various parts of India. Due to these reasons, the researcher cannot generalize their results to other media platforms and other segments. The authors find that the source's credibility has a greater impact on purchase intention than a single source of interaction between the user and the influencer. Both credibility and Para social interaction displayed a positive relationship to purchase intention.