Digital Media Empower The Marketing Promotion of Health Management: A Case Study of KEEP APP

Abstract

Fitness apps have grown in popularity in recent years, due to the fast-paced development of smartphones and the Internet economy, and people's growing demand for fitness has driven the number of fitness apps to a spurt in growth. This study aimed to explore users’ continuous intention to use fitness apps under the influence of digital marketing via the theory of persuasion and the elaboration likelihood model (ELM). A web-based survey was conducted on users who are usually using fitness applications. According to the findings of this study, in the four measurement dimensions chosen, perceived usefulness, outcome expectations, and social interactions have positive and significant effects on the user's intention to continue using, whereas subjective norms have no influence on the user's continuous using intention. Thus, when promoting fitness apps and health management products through digital marketing, users' feedback on perceived usefulness, outcome expectations, and social interactions should be taken into consideration.