Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing

摘要: Social media is seen as a key ingredient to build an organization’s brand strategy and promote products brands consumers. The purpose of this study examine how fitness tracker use social – in particular, Facebook advertise their products, develop positions, target specific audiences. A content analysis was conducted the pages for four brands: Fitbit, Garmin Fitness, Jawbone, Misfit four-month time period 2015. total 421 posts were analyzed. information recorded included timing (post date time), popularity (likes), engagement (comments, shares, hashtags), format post, elements included, advertising appeal, marketing promotions, selling points. Four research questions investigated. Results offer significant implications academicians well practitioners domain management industry.