'It's incredible – trust me': exploring the role of celebrity athletes as marketers in online social networks
by Marion E. Hambrick; Tara Q. Mahoney
International Journal of Sport Management and Marketing (IJSMM), Vol. 10, No. 3/4, 2011

Abstract: Sport marketers have acknowledged the popularity of online social networks, but have struggled with transforming them into viable revenue generators. Using celebrity athletes to promote products via online social networks such as Twitter may represent one potential revenue opportunity. This study examined how Lance Armstrong and Serena Williams used Twitter for promotional purposes and utilised content analysis to analyse their combined 7,202 Twitter messages. The celebrity athletes wrote promotional messages 12% of the time, primarily to promote their corporate sponsors and products, charitable organisations and personal activities. Twitter represents a unique marketing resource and communication channel for celebrity athlete product endorsements.

Online publication date: Sat, 21-Feb-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com