The world's highest-paid athletes, product endorsement, and Twitter. Issue 3 (10th July 2017)

• Record Type: Journal Article
• Authors: Abeza, Gashaw; O'Reilly, Norm; Séguin, Benoit; Nzindukiyimana, Ornella
• Is Part Of: Sport, business and management. Volume 7:Issue 3(2017)
• Page Start: 332
• Page End: 355
• Publication Date: 2017-07-10
• Subjects: Social media -- Self-presentation -- Brand personalities -- Celebrity athletes -- Meaning transfer; Sports -- Management -- Periodicals; Sports -- Economic aspects -- Periodicals; 796.06905
• DOI: 10.1108/SBM-08-2016-0040
• Languages: English
• ISSNs: 2042-678X

Abstract

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.