Maximizing Brand Image: the Power of Social Media Marketing for Boutique Gyms

Abstract

In a key digital era for the business movement, Social Media Marketing (SMM) is a relevant strategy that influences customer perception of the brand. Therefore, this study examines the effect of SMM on the brand image (IMG) of a boutique gym with five locations in Metropolitan Lima (Peru) during 2025. Using a quantitative, explanatory research design, 150 active clients were surveyed. Tailored instruments were used to measure SMM dimensions (word of mouth, entertainment, interaction, modernity, personalization and perceived risk) and brand image (functional, affective and reputation). The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the Smart PLS 4 software. The results show that the use of SMM has a positive effect on the perception of the IMG of the boutique gym. Specifically, entertainment and personalization emerged as the most influential dimensions. Conversely, word of mouth, interaction and modernity did not show a significant influence in this context. Finally, although perceived risk presented a significant relationship, its effect was negative. It is concluded that while SMM is a valuable tool for strengthening brand image, strategies should prioritize entertaining and personalized content, and re-evaluate approaches to interaction, word-of-mouth and modernity strategies are being developed, in order to minimize perceived risk and enhance the positive impact of SMM on brand perception.