RESEARCH TOPIC: The Use Of Celebrity Endorsements As A Marketing Strategy: An Investigation Into How Sports Fans Perceive Content Promoted by Sports Stars

Literature Review:

1. Think about including/covering in your literature review:

A. The history of sports stars endorsement

B. How different sports compare in their use of it.

C. How the rise of ‘influencers’ has affected its use (or how it might affect it in the future)

D. Any major failures in the use of celebrity endorsement etc.

E. Any products it hasn’t worked for. You could also come across other areas worth including.

2. And justify why you are focusing on the particular market you have. Are young people particularly susceptible to celebrity endorsement? Are they consuming more sport? Make the case why it’s important to focus on them.

3. Also check out what the media are saying about celebrity endorsement in sport. They will be a valuable insight into current thinking/issues.

4. See below my updated aims/research questions, which my supervisor asked me to work on. Don’t know if it will be helpful/needed:

A. Is the use of certain sports stars as brand endorsers more effective than the choice of other sports stars?

E.g: Will lower-profile football players from a mid-table team have the same influence as top players if they promoted a product for a company?

B. Do fans’ opinions of certain sports stars affect their attitude towards products promoted by these athletes?

Can fans be persuaded by certain/favourite sports stars to purchase a product from a company or services they have reservations about?

E.g: Can a sports fan be influenced by a favourite sports celebrity to buy a footwear from a company that they do not find eco-friendly?

Or, can a sports fan be influenced by a sports celebrity into using a product that is at variance with their values and beliefs?