Nothing But Net: Measuring the Effectiveness of Athlete Endorsements in Social Media.

摘要

Social media has revolutionized the way people interact not only with each other, but also with celebrities. Websites such as Twitter and Facebook provide direct access and interactivity with athletes. Athletes have embraced social media for both personal and business purposes. Whether it is posting pictures from a restaurant or posting a link to their latest sneaker commercial, athletes have discovered ways to use social media to promote themselves and their favorite brands. Previous research on celebrity endorsements revealed several characteristics typically found in celebrity endorsements: source attractiveness, source credibility, and celebrity-product congruence. However, all research to date has been conducted on traditional media outlets, such as television and print advertisements. This research seeks to expand on previous research rooted in traditional media such as television and print to determine whether or not athlete endorsements through social media are effective. Effectiveness in this case can be defined as the consumer's attitude towards the ad, brand, or athlete endorser. The study also proposes a three-step model to illustrate how consumer's process persuasive communication such as celebrity endorsements in social media.