Objective - This research aimed to understand the consumer journey on digital platforms to clarify the experiences and points of contact that exist in consumption, gathered around the purpose of (re)constructing a fit body.
Design/methodology/approach – Qualitative, exploratory, and interpretative research, carried out through interpretative phenomenological analysis with data collected through interviews in an intentional selection of fitness consumers.
Results – We present the indication of the points of contact with the customer, demonstrating that objectives achieved provide greater stimulus as motivators of effort and reinforce the achievement of the goal in (re)constructing a fit body. Searching/researching, interacting and buying were the main experiences with digital platforms. The consumer profile emerged as a determinant in the use of platforms, signaling passive/active behavior in consumer relations. Instagram® was the main platform indicated.
Limitations/Implications – As a limitation, we indicate the intentional selection of participants who frequented gyms and the non-expansion of the study to other actors involved due to the option of the consumer perspective. We suggest researching other topics related to the consumer journey, another audience and a deeper understanding of an experience. In addition to examining which actors participate in the greatest influence on the consumer journey.
Originality/Value - In conclusion, we contribute to identifying experiences in the consumer journey that fit with digital platforms and indicating the essential interactions to achieve a superior objective. Originally using interpretative phenomenological analysis as an adapted tool to analyze the consumer's vision.
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