The Influence of Fitness Influencers on Consumer Trust and Purchase Intention in the Activewear Sector

Nikoletta Stamoglou, Ioannis Antoniadis (), George Avlogiaris and Vaggelis Saprikis
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Nikoletta Stamoglou: University of Western Macedonia
Ioannis Antoniadis: University of Western Macedonia
George Avlogiaris: University of Western Macedonia
Vaggelis Saprikis: University of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 169-175 from Springer

Abstract: Abstract This study investigates the influence of fitness influencers on consumer trust and purchase intention within the activewear industry. With the increasing importance of social media as a commercial channel, particularly platforms like Instagram and TikTok, influencer marketing has emerged as a powerful strategy. Using a structured questionnaire, data were collected from 531 Greek consumers to test the relationships between influencer credibility, brand trust, and purchase intention. The results confirm all three hypotheses: influencer credibility significantly impacts trust and purchase intention, while trust also mediates purchasing behavior. These findings provide actionable insights for marketers and suggest avenues for further research on the evolving dynamics of digital influence.

Keywords: Fitness influencers; Purchase intention; Influencer marketing (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-12968-0_19

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DOI: 10.1007/978-3-032-12968-0_19

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