Web workouts and consumer well‐being: The role of digital‐physical activity during the UK COVID‐19 lockdown

By using three areas of well‐being, psychological, physical, and social this study aims to explore the perceptions of consumers engaging in digital‐physical platforms and communities during the UK COVID‐19 lockdown and the impact such participation had on their well‐being. Ninety people were recruited via an online study, all were using online workouts, and self‐selected to participate. The use of virtual ethnography gave further insight into the functions of these platforms and their role in social connection. Participants discussed the benefits to their mental health, the provision of structure to their day, the social connection it provided, and the alleviation of feelings of isolation. The findings also demonstrate how numerous consumer groups in society could use digital‐physical platforms as a potential way of connecting those who are unable to engage in face‐to‐face settings.