A Humanised Social Media Marketing Strategy: A Gym Chain Case in Portugal.
Abstract
Social networks enhance brand-consumer engagement. This is critical for marketing and responding to consumer behavior. The COVID-19 pandemic has reduced face-to-face interactions, prompting social media as an alternative engagement avenue. The main objective of this study is to analyze the marketing strategies and potential signs of personalized communication on the social media channels of a gym chain based in Portugal. A case study included a content analysis of the brand's social media and a semi-structured interview with the director of the digital marketing division to validate the proposed humanization parameters. The findings underscore the necessity of a human-centric approach in social media marketing. Studies indicate that emojis are a prevalent tool. Furthermore, strategies that humanize interactions on social media enhance consumer trust and security and foster stronger consumer relationships. The findings delineate a strategic framework for business and marketing, highlighting methods relevant to public relations and brand distinction on social media via effective communication.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.336-362
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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