MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Global Marketing

A Study on Social Media and Marketing Strategies of Fitspire Company

  1. Jatinder Kaur
  2. SWAYAM JAIN

Abstract

The rapid expansion of digital technologies has transformed traditional marketing practices, compelling brands to adopt social media–driven strategies to remain competitive. This study examines the role of social media and marketing strategies adopted by Fitspire, an emerging Indian wellness and nutrition brand. The research is based on a qualitative descriptive approach supported by internship-based observations and secondary literature. The study analyzes how Fitspire leverages platforms such as Instagram, YouTube, and e-commerce channels including Amazon and Flipkart to enhance brand visibility, consumer engagement, and loyalty. Particular emphasis is placed on influencer marketing, content formats, campaign execution, and integrated communication strategies. Findings reveal that micro and mid-tier influencers generate higher engagement and credibility compared to macro influencers, highlighting the importance of authenticity over reach. Dynamic content formats such as reels and stories outperform static posts in driving interaction and follower growth. Festive campaigns, product launches, and educational posts further strengthen emotional connection and brand recall. The study also identifies operational challenges such as influencer coordination and limited access to advanced analytics. Overall, the research concludes that Fitspire’s digital-first, influencer-led strategy significantly contributes to brand positioning and community building in the competitive nutraceutical market. The findings offer practical insights for marketers seeking to optimize social media strategies in the health and wellness sector.

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