Health Meets Influence: Customizing Social Media Messages for Effective Fitness Branding

In the crowded social media platforms, brands need diverse strategies to engage users with their branding content. The research uses a communicative persuasive matrix in an experimental design to understand the multilayered social media persuasion with factors like message sources (celebrity vs. social media influencer), message strategy and message receivers’ attributes. The impact of these variables is tested on the intent to like and share the branding message in the case of a health and fitness product. The results indicated that different users prefer to like and share branding messages with different message sources and message strategies.