Wearable Devices as an Attribute of Healthy Lifestyle?: Possibilities and Limits for Communication between User and Brand

Over the past few years, the wearable electronics market has grown significantly. This is because of the fact that the range of devices is expanding every year, and devices with the necessary minimum of functions and available to all appear on the market. However, along with the growing sales, the number of customers refusing to use wearable devices 6 months after the purchase increases. This phenomenon is not sufficiently studied, as a result of which companies do not understand how it is necessary to stimulate consumers to use gadgets. Based on 10 semi-structured interviews analyzed using a grounded theory approach, the main causes of failure were identified, the wearable device affects the communication between the brand and the user discussed, and the attitude of consumers to wearable devices as an attribute of a healthy lifestyle described. In the conclusion of this work, recommendations for manufacturing companies on the implementation of communication are proposed, aimed at reducing the number of failures from using wearable devices and allowing to build the relationship between the brand and the user into a situation of mutual benefit.