Enhancing Self-Leadership in Online Fitness Education and Training: Exploring Strategies and Addressing Challenges Among Social Media Influencers in Henan Province, China

• Published in: SAGE open Vol. 13; no. 4
• Main Authors: Yangzi, Zhang, Cheah, Kenny S. L., Shaharom, Mohd Shahril Nizam Bin
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.10.2023; SAGE PUBLICATIONS, INC; SAGE Publishing
• Subjects: Influencer marketing; Information dissemination; Social networks; Henan Province; social media influencers (SMIs); self-leadership; challenges in online fitness education; strategies in online fitness education
• ISSN: 2158-2440; 2158-2440
• DOI: 10.1177/21582440231219325

The advent of social media platforms has brought about a paradigm shift in the dissemination of information, consequently giving rise to a new breed of individuals known as Social Media Influencers (SMIs). These SMIs have exerted a substantial influence on individuals and society as a whole. Within the domain of fitness education and training, the emergence of Social Media Influencers (SMIs) has significantly disrupted conventional approaches to disseminating information. The purpose of this study is to examine the SMIs’ practices of self-leadership and further explained in terms of their challenges, practices, and strategies of online fitness coaching. Qualitative interviews, coding, and thematic analysis were used to address three key research questions. From findings, these SMIs practice several contextual challenges; which include creating quality digital content, lack of creativity, low digital literacy, lack of financial, physical, and marketing skills, falling out of trends, designing unique programs, and adapting to changing environments. To overcome these challenges, SMIs practice self-leadership by upskilling in content and digital marketing, graphic design, and video-making, seeking constant feedback, leveraging word-of-mouth inquiries, and participating in trending workshops and interest groups. By effectively managing these challenges, SMIs can provide valuable fitness education to their audience and have a significant impact on promoting health and wellness. Plain Language Summary This research aimed to explore how Social Media Influencers (SMIs) in Henan Province, China, manage their roles in online fitness education and training, focusing on their strategies and the challenges encountered. To achieve this, surveys and interviews were conducted with 12 local SMIs, and the collected data underwent thorough thematic analysis. The results highlight the significance of self-leadership skills for SMIs in navigating the dynamic fitness education landscape in Henan Province. Implications include practical guidance for both current and aspiring influencers, as well as potential benefits for fitness enthusiasts and policymakers in enhancing the quality of online fitness education. Nevertheless, the findings should be considered in light of possible cultural biases, the regional specificity of Henan Province, and the influence of the Covid-19 pandemic context.