University of Twente Student Theses
Influencing athletic footwear : “investigating the effects of famous influencer partnerships"
Salim, Arno (2024) Influencing athletic footwear : “investigating the effects of famous influencer partnerships".
|
PDF
881kB |
| Abstract: | This paper will Investigate, the impact of celebrity endorsements on consumers' intentions to purchase sports footwear. The research paper examines how audience engagement, authenticity, and credibility effect brand loyalty and purchasing decisions, with a focus on influencers like LeBron James and Michael Jordan. This study discovered a strong positive association between influencer authenticity and customer purchase intentions using a combination of case studies, survey data, and statistical analyses, including R programming for linear regression and correlation analysis. The survey, which attracted over 80 participants, provided valuable quantitative data that supported the qualitative conclusions drawn from the case studies. The results confirm the theory that authentic and trustworthy endorsements drive consumer behavior and improve brand loyalty. Future directions for study and its limitations are also addressed. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100203 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page