SCROLLING FOR SWEAT: UNPACKING THE DYNAMICS OF SOCIAL MEDIA, MOTIVATION, TRUST, AND REPURCHASING IN THE FITNESS WORLD

Abstract

Our goal in this study was to examine the structural relationships between social media fun, social media informativeness, exercise motivation, trust, and repurchase intention. Participants, all of whom were members of fitness center, completed surveys to assess these relationships. Results showed that both social media fun and social media informativeness had a positive impact on trust, but not on repurchase intention. Social media fun has a significantly positive influence on exercise motivation, but we could not confirm this for social media informativeness. Moreover, our results show that only social media fun has a positive influence on exercise motivation. We could not confirm the influence of motivation on trust. Finally, we confirmed that trust predicts repurchase intention for fitness center members.