Author: Sahar Bakr, Senior Lecturer in Marketing, Nottingham Business School, Nottingham Trent University

LightField Studios/Shutterstock Many people in the UK now use apps, smartwatches or wearable devices to track their physical activity. Fitness trackers promise to help users become fitter, happier and healthier versions of themselves. For many people, they can be useful: a nudge to move more, a way to notice patterns, or a reminder that activity […]