Title: The impact of endorsement on a sport-based social marketing campaign

Authors: Shima Behnoosh; Michael Naylor; Geoff Dickson

Addresses: School of Sport and Recreation, Auckland University of Technology, 90 Akoranga Drive, North Campus, 0627, New Zealand ' School of Sport and Recreation, Auckland University of Technology, 90 Akoranga Drive, North Campus, 0627, New Zealand ' School of Sport and Recreation, Auckland University of Technology, 90 Akoranga Drive, North Campus, 0627, New Zealand

Abstract: The purpose of this study was to understand the effects of endorsers on young adults' attitudes towards a social marketing advertisement. A pre-test was implemented to select a credible endorser and a social marketing advertisement for use in the main experiment. The main study employed a sequential explanatory design including both quantitative and qualitative elements. Differences between the experimental and control groups were uncovered. Compared to the control group, those in the treatment group reported more positive attitudes towards the social marketing advertisement. Psychological connection to sport, measured using the involvement construct, was included as a covariate but was not significant. Thematic analysis was used in conjunction with data generated from focus groups and supported findings from the experiment. This study suggests that an endorsed advertisement promoting sport and physical activity will elicit more favourable attitudes in young adults than an unendorsed advertisement. Theoretical and managerial implications are discussed.

Keywords: social marketing; celebrity athlete; endorsement; sport and physical activity.

DOI: 10.1504/IJSMM.2018.095226

International Journal of Sport Management and Marketing, 2018 Vol.18 No.6, pp.478 - 500

Received: 21 Sep 2016
Accepted: 20 Aug 2017

Published online: 09 Aug 2018 *

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