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The Influence of Sports Celebrity Endorsements as Described by Consumers.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Influence of Sports Celebrity Endorsements as Described by Consumers./
Author:	Boydstun, Shelli.
Description:	1 online resource (297 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-02, Section: A.
Contained By:	Dissertations Abstracts International85-02A.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798380098304

The Influence of Sports Celebrity Endorsements as Described by Consumers.
Boydstun, Shelli.

The Influence of Sports Celebrity Endorsements as Described by Consumers. - 1 online resource (297 pages)

Source: Dissertations Abstracts International, Volume: 85-02, Section: A.

Thesis (D.B.A.)--Grand Canyon University, 2023.

Includes bibliographical references

Celebrity endorsements, including those from athletes, have been integral to marketing and advertising strategies for many years. There is a lack of a descriptive summary of consumers describing the influence of their favorite sports celebrity endorsements in current research. Therefore, the purpose of this qualitative descriptive study is to explore how consumers in a social media group in North Texas describe the influence of their favorite sports celebrity on their interest in, evaluation of, and purchase of products the athlete has endorsed. Using the Attention-Interest-Desire-Action model as the conceptual framework, the researcher asked questions on the influence of favored athletes for each component of the model and overall. The participants were recruited with convenience sampling using Facebook social media groups. 82 participants completed a usable online questionnaire with 19 also completing a semi-structured interview. Data analysis revealed five themes related to the research questions. Consumers described the influence of their favored sports celebrity as a feeling a connection with the favored athlete, the entertainment of the endorsement, and why the athlete is endorsing the product as influential areas. Consumers acknowledged that there must be a need for the product for influence to occur. Overall, consumers described the influence of a favored athlete endorsement as a call to action to do more research themselves or add the product to their consideration set. Advertisers can use these results to better understand aligning athletes with products to influence consumer behavior. It is recommended that future research collect data on the generations' reactions to celebrity endorsements.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798380098304Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

AdvertisingIndex Terms--Genre/Form:

554714
Electronic books.

The Influence of Sports Celebrity Endorsements as Described by Consumers.
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520 $a Celebrity endorsements, including those from athletes, have been integral to marketing and advertising strategies for many years. There is a lack of a descriptive summary of consumers describing the influence of their favorite sports celebrity endorsements in current research. Therefore, the purpose of this qualitative descriptive study is to explore how consumers in a social media group in North Texas describe the influence of their favorite sports celebrity on their interest in, evaluation of, and purchase of products the athlete has endorsed. Using the Attention-Interest-Desire-Action model as the conceptual framework, the researcher asked questions on the influence of favored athletes for each component of the model and overall. The participants were recruited with convenience sampling using Facebook social media groups. 82 participants completed a usable online questionnaire with 19 also completing a semi-structured interview. Data analysis revealed five themes related to the research questions. Consumers described the influence of their favored sports celebrity as a feeling a connection with the favored athlete, the entertainment of the endorsement, and why the athlete is endorsing the product as influential areas. Consumers acknowledged that there must be a need for the product for influence to occur. Overall, consumers described the influence of a favored athlete endorsement as a call to action to do more research themselves or add the product to their consideration set. Advertisers can use these results to better understand aligning athletes with products to influence consumer behavior. It is recommended that future research collect data on the generations' reactions to celebrity endorsements.
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