Application of Communication Effectiveness Theory to Fitness Bloggers' Social Media Communication - A Study of Audience Changes in Health Perceptions and Behaviour

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With the popularity of social media, fitness bloggers have become important figures in the dissemination of health information. Based on communication effect theory, this paper investigates the influence of fitness bloggers on audience health perception and behaviour on social media. By analyzing the origin and development of communication effects theory, its main schools and key concepts, and its evolution in the new media environment, the study explores the interactivity and fragmentation of social media communication, the role and influence of fitness bloggers, and the match between platforms and fitness content. It is found that fitness bloggers effectively enhance their audience's health perceptions, stimulate positive health attitudes, and motivate changes in health behaviours through personalized and interactive content design. In particular, the bloggers' long-term interactions and incentives had a significant impact on the sustained change of audience behaviour. In addition, the interactive model of communication effects and audience behaviour change reveals the dynamic relationship among perception, attitude and behaviour. Although this study provides valuable insights into the communication effects of fitness bloggers, it still suffers from a limited sample scope and insufficient data support. Future research should expand the sample scope and incorporate more interdisciplinary theories to further validate and optimize fitness bloggers' information dissemination strategies.