Promoting Sports and Wellness with Social Media Advertising – An Analysis of Different Marketing Channels

Health-related problems that can be ascribed to a lack of exercise or, in general, physical inactivity are becoming more common worldwide. To tackle these health-related problems, technology can be used to promote physical activity, for instance, by promoting sports-related recreational activities. As social media is becoming more relevant in all areas of life, advertising sports and wellness services are also more relevant than ever. To analyze which social media channels are well-suited to promote sports and wellness services, we examine data from a firm in Germany that offers pool and wellness services to its customers. Our results show that social media is indeed a relevant channel to advertise sports and wellness services, and Facebook proved to be the most relevant for the customer base.