Social media marketing for a fitness facility. Recommendations for action based on the internet usage behavior of members

Table of Contents

• 1 INTRODUCTION AND PROBLEM DEFINITION
• 2 OBJECTIVE
• 3 CURRENT STATE OF KNOWLEDGE
  • 3.1 Basics of Web 2.0
    • 3.1.1 Origin of the Web
    • 3.1.2 Transition to Web 2.0
    • 3.1.3 Principles of Web 2.0
  • 3.2 Marketing
    • 3.2.1 Definition of the term "marketing"
    • 3.2.2 Goals and tasks of marketing
  • 3.3 Online Marketing
    • 3.3.1 Definition of the term "online marketing"
    • 3.3.2 Sub-areas and instruments
  • 3.4 Social Media
    • 3.4.1 Definition of the term "social media"
    • 3.4.2 Platforms and instruments
  • 3.5 Social Media Marketing
    • 3.5.1 Definition of the term "social media marketing"
    • 3.5.2 Influence on the marketing mix
    • 3.5.3 Risks
  • 3.6 Status Quo of the Kieser Training company in Ludwigsburg
  • 3.7 Internet usage behavior of consumers
    • 3.7.1 Study 1: Facts and figures on Internet use in December 2017
    • 3.7.2 Study 2: Social Media Trends 2018
• 4 METHODOLOGY
  • 4.1 Research questions and hypotheses
  • 4.2 Objects of investigation
  • 4.3 Execution of the examination
  • 4.4 Data analysis
  • 4.5 Results
• 5 DISCUSSION
• 6 SUMMARY

Objectives and Key Themes

This bachelor thesis aims to investigate the internet usage behavior of Kieser Training Ludwigsburg members and derive recommendations for social media marketing. It explores the potential of social media marketing within the fitness industry, analyzing current trends and best practices.

• Analysis of internet usage behavior among fitness studio members.
• Examination of the effectiveness of social media marketing in the fitness industry.
• Development of recommendations for optimizing social media presence for Kieser Training Ludwigsburg.
• Exploration of the impact of Web 2.0 and social media on marketing strategies.
• Assessment of risks and challenges associated with social media marketing.

Chapter Summaries

1 Introduction and problem definition: This chapter introduces the rising trend of internet usage in Germany, highlighting the increasing shift towards online purchasing and the growing importance of social media. It establishes the context for investigating the internet usage behavior of Kieser Training Ludwigsburg members and the potential for optimizing their social media marketing strategy. The chapter emphasizes the opportunities and challenges presented by increased internet and social media usage for businesses, particularly in the fitness industry. It specifically points out the need for Kieser Training to improve its online presence, particularly on Facebook, and sets the stage for the research questions to be addressed in the thesis.

2 Objective: This chapter clearly states the thesis's objective: to analyze the internet usage behavior of Kieser Training Ludwigsburg members and to formulate marketing recommendations based on the findings. The study aims to leverage social media's potential to enhance the company's online presence and customer engagement.

3 Current state of knowledge: This chapter provides a thorough overview of the relevant theoretical background, starting with the evolution of the internet from ARPANET to Web 2.0. It delves into the concepts of marketing and online marketing, outlining various sub-areas and instruments such as corporate websites, display advertising, and email marketing. A significant portion focuses on social media, its platforms, and the principles of social media marketing, including its influence on the marketing mix (product, price, place, promotion) and potential risks. The chapter concludes with an analysis of Kieser Training's current online presence and existing research on consumer internet usage behavior, setting the groundwork for the empirical study.

4 Methodology: This chapter outlines the research design employed in the thesis. It details the research questions and hypotheses, describes the objects of investigation (Kieser Training Ludwigsburg members), and explains the methods used to collect and analyze the data. The chapter provides a clear and concise description of the research approach, ensuring the study’s rigor and reproducibility.

Keywords

Social media marketing, fitness industry, internet usage behavior, online marketing, Web 2.0, Kieser Training, consumer behavior, marketing strategies, social media platforms, online presence, customer engagement.

Frequently Asked Questions: Bachelor Thesis on Social Media Marketing for Kieser Training

What is the main topic of this bachelor thesis?

This bachelor thesis investigates the internet usage behavior of Kieser Training Ludwigsburg members and develops recommendations for optimizing their social media marketing strategy. It explores the potential of social media marketing within the fitness industry, analyzing current trends and best practices.

What are the key objectives of the study?

The study aims to:

• Analyze internet usage behavior among fitness studio members.
• Examine the effectiveness of social media marketing in the fitness industry.
• Develop recommendations for optimizing social media presence for Kieser Training Ludwigsburg.
• Explore the impact of Web 2.0 and social media on marketing strategies.
• Assess risks and challenges associated with social media marketing.

What are the key themes explored in the thesis?

The thesis explores several key themes, including the evolution of the internet (from Web 1.0 to Web 2.0), the principles of marketing and online marketing, social media platforms and their usage, social media marketing strategies, and the specific challenges and opportunities within the fitness industry.

What is the methodology used in the study?

The thesis outlines a research design that includes defining research questions and hypotheses, identifying the objects of investigation (Kieser Training Ludwigsburg members), detailing methods for data collection and analysis, and presenting the results of the study.

What are the main chapters of the thesis?

The thesis is structured into the following chapters: Introduction and Problem Definition, Objective, Current State of Knowledge (including sections on Web 2.0, Marketing, Online Marketing, Social Media, Social Media Marketing, and Kieser Training's current status), Methodology, Discussion, and Summary.

What kind of data is analyzed in the thesis?

The thesis analyzes data related to internet usage behavior of Kieser Training Ludwigsburg members. The specific data sources and collection methods are detailed in the Methodology chapter.

What are the key findings and recommendations of the thesis?

The key findings and recommendations are presented in the Discussion and Summary chapters. These will likely include insights into the internet usage habits of the target audience and tailored social media marketing strategies for Kieser Training Ludwigsburg.

What are the keywords associated with this thesis?

Social media marketing, fitness industry, internet usage behavior, online marketing, Web 2.0, Kieser Training, consumer behavior, marketing strategies, social media platforms, online presence, customer engagement.

For whom is this thesis intended?

This thesis is intended for academic use, analyzing themes in a structured and professional manner. It could be of interest to researchers, students, and professionals in marketing and the fitness industry.

Where can I find the full thesis?

The full text of the thesis is not provided here. This is only a preview containing the table of contents, objectives, key themes, chapter summaries, and keywords.