Author:
Abeza Gashaw,O’Reilly Norm,Séguin Benoit,Nzindukiyimana Ornella
Abstract
Purpose
The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model.
Design/methodology/approach
The study adopted a content analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months.
Findings
Results outline the state, involvement level, roles, modes, preferred content types, discernible differences, shared features, and best practices employed in endorsement tweets. A framework of athletes’ product endorsement on Twitter is presented.
Research limitations/implications
The study presented theoretical and practical implications, and limitations and impetus for future research.
Originality/value
The study investigated professional athletes’ use of their own media channel for the purpose of endorsement, presented a framework that illustrates the practice of celebrity athletes’ product endorsement on social media, and identified a best practice and an exemplary reference.
Subject
Marketing,Strategy and Management,Tourism, Leisure and Hospitality Management,Business and International Management
Reference54 articles.
1. Social media scholarship in sport management research: a critical review;Journal of Sport Management,2015
2. Athlete brand image: scale development and model test;European Sport Management Quarterly,2013
3. Effectiveness of celebrity endorsers;Journal of Advertising Research,1983
4. Dimensions of athletic star power associated with generation Y sports consumption;International Journal of Sports Marketing & Sponsorship,2005
Cited by
16 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献