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

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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. *My supervisor wants me to spot major gaps in knowledge and research in the literature review.
-Ensure your dissertation offers new research and/or fills a knowledge gap.
-Again, use the above to make the case on why the world needs this research/dissertation. The stronger you make that case – the more impact you can potentially make.

2. 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.

3. 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.
4. Also check out what the media are saying about celebrity endorsement in sport. They will be a valuable insight into current thinking/issues.
5. 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?
Or
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?

PLEASE NOTE
*This literature review may take a different form from the one you did in the proposal due to the recommendations made by my supervisor.
*Kindly cite as many references as possible and use a substantial number of references (heard it’s between 30-40 for Masters’ students – feel free to confirm).
*Would appreciate if the work can be original and plagiarism-free.

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