Likes, Shares, and Sweat: Exploring the Effectiveness of Social Media Influencing in Online Fitness Coaching During the COVID-19 Pandemic in Henan Province, China

Abstract

The utilization of social media platforms for fitness coaching has become increasingly popular among individuals who aspire to achieve their health and fitness goals. Within the context of Henan Province, China, a study was conducted to investigate the effectiveness of social media influencers (SMIs) in providing online fitness coaching services and overcoming challenges during the COVID-19 pandemic. The study also explored their perspectives on challenges and overall strategies that can be employed to help clients achieve their fitness objectives. In terms of methodology, this research utilized qualitative methods to describe the SMIs’ personal coaching that aims at enhancing personal knowledge, skills, and attitudes. The results of the study revealed that social media can be an effective tool for motivating clients and building community; however, it is not a one-size-fits-all solution. There are several factors such as content-related challenges, process-related challenges, and contextrelated challenges that need to be addressed with relevant strategies so that these SMIs (social media influencers) can ensure the effectiveness of social media for online fitness coaching beyond the pandemic. This study provides significant insights into the role of social media in online fitness coaching while emphasizing the need for a more nuanced approach to this growing trend. By acknowledging these implications, coaches can better understand how important it is to tailor their approaches according to each client's unique needs and preferences while accounting for cultural differences within different regions or countries like Henan Province in China.