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Exploring the metrosexual and spornosexual market segments: a research agenda


Potdar, B and Chen, J and Waseem, D and Khosa, A, Exploring the metrosexual and spornosexual market segments: a research agenda, Proceedings of the 36th Annual Conference of the British Academy of Management, 31 August - 2 September 2022, Manchester, United Kingdom (2022) [Refereed Conference Paper]

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Consumers across all market segments are crucial for businesses. However, research on the metrosexual and spornosexual market segments remains scant. Particularly, the sports nutrition and bodybuilding supplements industry, which primarily depends upon consumers from these market segments, struggles to gain new insights from the research community on enhancing their consumer base. Businesses opt for contemporary digital marketing practices and advertise their products on Facebook. With a lens of social cognitive theory based on identification, this research aims to explore metrosexual and spornosexual consumers' interpretations of Facebook advertisements of sports nutrition and bodybuilding supplements. A phenomenological research design is proposed consisting of semi-structured in-depth online interviews of adult metrosexual and spornosexual consumers across Australia and New Zealand. Results are deemed helpful to make theoretical and managerial contributions to strategise digital marketing campaigns of sports nutrition and bodybuilding supplements to expand their consumer base.

Item Details

Item Type:Refereed Conference Paper
Keywords:Facebook advertising; Male grooming; Metrosexual; Spornosexual; Digital marketing; Social cognitive theory
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer behaviour
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Potdar, B (Dr Balkrushna Potdar)
UTAS Author:Khosa, A (Dr Amrinder Khosa)
ID Code:152971
Year Published:2022
Deposited By:Marketing
Deposited On:2022-08-30
Last Modified:2022-10-17

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