SOCIAL MEDIA MARKETING COMMUNICATION STRATEGY ANALYSIS IN HEALTH AND FITNESS INDUSTRY, CASE STUDY: CAMELIFE

• Main Author: Anggraini Putri, Anindya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66999
• Institution: Institut Teknologi Bandung

In the health and fitness sector, the global protein supplement market is predicted to grow at an annual rate (CAGR) of 8.5% in the period 2022 to 2030. One way to compete in the market is by using social media. Where this social media can build brand awareness from consumers. In addition, today's public brand awareness is also influenced by various marketing communication strategies implemented by a company, especially social media. This study aims to determine the social media marketing communication strategy to market sports supplement products for company that is starting out in the health and fitness industry to increase customer engagement through brand awareness. Using a qualitative approach, this research data was collected by conducting in-depth interviews with a total of 7 customers informants. The data collected were analyzed using coding and triangulation with validation through 3 experts which are 2 science and fitness and one marketing, one health and fitness company, and various previous research. The results of this study obtained a new research framework that can be used as a new variable in making social media marketing communication strategies in the health and fitness industry. The results of this study are expected to provide a representation of the most effective social media marketing communication strategy by looking at the sports experience and knowledge of the nutrition of potential customers as well as their expectations of social media activities provided by sports supplement brands.