Brand Marketing via Facebook: An Investigation of the Marketing Mix, Consumer-Based Brand Equity, and Purchase Intention in the Fitness Industry

Due to the rising number of fitness club brands and lack of consumption, there has been a call to improve the industry’s consumer-targeted business practices. In accordance, this research examined the relationship between marketing mix-related social media communications, brand equity, and purchase intention in a fitness setting. After being exposed to marketing mix-related Facebook posts for a simulated fitness club brand, a total of 393 respondents answered questions regarding social media communications, brand equity, and purchase intention. Results of structural equation modeling indicated that the hypothesized positive relationships between marketing mix-related social media communications and brand equity, and brand equity and purchase intention were supported. Results not only have implications for social media marketing and fitness marketing, but also for consumer-based brand equity and marketing-mix-related consumer behavior.