CABARAN DAN STRATEGI PEMPENGARUH KECERGASAN MEDIA SOSIAL SEMASA PANDEMIK COVID-19 DI WILAYAH HENAN, CHINA

Abstract

The utilization of social media platforms for fitness coaching has become increasingly popular among individuals who aspire to achieve their health and fitness goals. Within the context of Henan Province, China, a study was conducted to investigate the effectiveness of social media influencers (SMIs) in providing online fitness coaching services and overcoming challenges during the COVID-19 pandemic. The study also explored their perspectives on challenges and overall strategies that can be employed to help clients achieve their fitness objectives. In terms of methodology, this research utilized qualitative methods to describe the SMIs’ personal coaching that aims at enhancing personal knowledge, skills, and attitudes. The results of the study revealed that social media can be an effective tool for motivating clients and building community; however, it is not a one-size-fits-all solution. There are several factors such as content-related challenges, process-related challenges, and context-related challenges that need to be addressed with relevant strategies so that these SMIs (social media influencers) can ensure the effectiveness of social media for online fitness coaching beyond the pandemic. This study was conducted to provide a more contextual overview of the benefits, challenges, and learning strategies of social media for fitness purposes. Additionally, the emphasis on cultural differences within different regions or countries such as Henan Province in China is important because it understands diversity in the context of social media use. By acknowledging these implications, coaches can better understand how important it is to tailor their approaches according to each client's unique needs and preferences while accounting for cultural differences within different regions or countries like Henan Province in China.