The Role of Social Media Networks in Creating Appeal to Fitness Customers in U.S: A Case of Gold’s Gym (2018)

The purpose of the research dissertation is to examine the role of social media networks (SMNs) in creating appeal to fitness customers in the United States, using Gold’s Gym as a case study. As pointed out in the previous paragraph on study’s problem statement, it is critical to find practical solutions that can enhance competitiveness and sustainability of gym centers in the United States as far as digital marketing is concerned. Therefore, with the predominance of social networking in this technological era, it is appropriate for the current study to investigate the roles of social media networks to create customer appeal among fitness consumers in the United States as a source of competitiveness.

The rationale for this dissertation project is to eliminate the literature gap, provide solutions to fundamental problems besides enriching previous literary works by other academicians in the current research area. As there are numerous studies conducted on the aspects regarding social media networking in business, focusing on fitness facilities is far from being exhausted. Precisely, new studies carried out in the discipline of social media marketing in creating customer appeal are of great significance to gym trainers, proprietors, and managers.

Needless to say, these key stakeholders in the fitness industry can benefit from the findings of this study in solving fundamental challenges associated with attraction and retaining of ideal customers. Further, the literature can be used to provide new perspectives on the contemporary marketing and management issues as far as SMNs and customer appeal is concerned. Therefore, the completion of the current study is of significance to relevant stakeholders in the fitness industry as it provides practical solutions and fresh perspectives to underlying problems in the sector.

Dissertation Research Questions and Objectives

The researcher sought to accomplish the purpose of the study by answering the following research questions:

• How do SMNs create customer appeal at Gold’s Gym?
• What are the uses of SMNs at Gold’s Gym?
• What are the roles of SMNs in creating appeal to fitness customers at Gold’s Gym?

The researcher answered the above research questions for the current study by the guidance of the following objectives:

• To investigate how SMNs creates appeal to fitness clients at Gold’s Gym
• To evaluate how Gold’s Gym marketing team use SMNs to promote their brand and create customer appeal
• To investigate the roles played by SMNs to attract new fitness customers at Gold’s Gym

• 14,000 words – 46 pages in length
• Excellent use of literature
• Good analysis of subject area
• Well written throughout
• Ideal for marketing students

1- Introduction
Background to the Study
Statement of the Problem
Purpose of the Study
Research Questions and Objectives
Overview of Methodology
Rationale and Significance of the Study
Organization of the Study

2 – Literature Review
Theoretical Framework
Psychological Ownership Theory
Social Exchange Theory
Social Network Theory
Creating Customer Appeal using Social Media
Uses of Social Media Networks by Fitness Trainers
Role of Social Media Networks in Appealing to Fitness Customers

3 – Research Design and Information Sources
Research Design
Case Study Research Design
Qualitative Research Methods
Research Philosophy
Interpretivism Research Philosophy
Positivism Research Philosophy
Choice of Approach Rationale
Data Collection Methods
Secondary Data Collection Method
Rationale of Method Chosen
Data Analysis
Research Ethics
Resources and Relatable Costs
Time Scale and Limitation

4 – Research Findings, Analysis and Synthesis
Creating Customer Appeal using Social Media
Constant Content Uploads that Engage Fitness Customers
Upload of Inspiring Fitness Content
Uses of Social Media Networks at Gold’s Gym
Enhancement of Customer Relationship Management
Increasing Brand Awareness at Gold’s Gym using Social Media Networks
Role of Social Media Networks in Creating Customer Appeal at Gold’s Gym
Establishment of Customer Loyalty and Trust
Promotes Customer Convenience and Improved Customer Experience
Enhances Customer Relationship Management

5 – Conclusion, Reflection and Recommendations
Conclusion
Creating Customer Appeal using Social Media
Uses of Social Media Networks at Gold’s Gym
Role of Social Media Networks in Creating Customer Appeal at Gold’s Gym
Reflection
Recommendations

References