Published Paper Details:

The study aims to examine the impact of influencer marketing on the health and wellness industry and to understand young people's perception on opting for a healthy lifestyle. The primary data was collected through a survey of 150 respondents. The results of the study suggest that there is no significant difference in the gender of individuals surveyed and the type of influencer they prefer to follow, indicating that both men and women are equally likely to follow influencers. The study also found a positive correlation between the fitness level of the influencer and the self-reported level of self-implementation of the content. This means that individuals who follow fitness-conscious influencers are more likely to adopt the healthy habits and lifestyle promoted by these influencers. The research highlights the potential for influencer marketing to have a positive impact on the health and wellness industry and provides valuable insights into the role of social media influencers in shaping young people's health and wellness habits.