The Relationship Between Influencer’s Characteristics, Future Orientation, Regulatory Focus And Healthy Lifestyle

Abstract

This study aims to examine the role of future-oriented and regulatory focus in predicting healthy lifestyle behaviors in the fitness industry in Vietnam, with a specific focus on the moderating role of influencer marketing. A survey research design will be used to collect data from a sample of individuals in the fitness industry who will be asked to rate their future-oriented and regulatory focus, their engagement in healthy lifestyle behaviors, and their exposure to influencer marketing. The data will be analyzed using regression analysis to identify the extent to which future-oriented and regulatory focus predict healthy lifestyle behaviors and the extent to which this relationship is moderated by exposure to influencer marketing. The findings of this study could have important implications for the fitness industry in Vietnam and could help inform future marketing and public health initiatives aimed at promoting healthy behaviors.