Exploring the metrosexual and spornosexual market segments: a research agenda

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.