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You are what you share: Football players’ perceived trustworthiness as an influencer when endorsing competing brands and the relationship with their personal brand value

Grondman, J.R. (2019) You are what you share: Football players’ perceived trustworthiness as an influencer when endorsing competing brands and the relationship with their personal brand value.

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Abstract:Nowadays, football players are particularly useful for brands to use as influencers in order to present their products to their consumers due to the huge amounts of online followers of these football players. However, since the personal sponsors of a football player often differ from the sponsor of the club they are playing for, these football players endorse competing brands on their social media. Therefore, the trustworthiness of football players as influencers can be questioned. With the use of 16 semi-structured interviews with online followers of football players, this research aimed at creating new qualitative insights into how football players are perceived to be trustworthiness as an influencer when endorsing competing brands via their social media and to discover the relationship between a football players’ personal brand value and their perceived trustworthiness as an influencer. The findings of this research show that endorsing competing brands on social media has a negative to neutral influence on the perceived trustworthiness of football players as influencers. However, endorsing congruent brands does contribute to a higher perceived trustworthiness. Regarding the relationship between football players’ perceived trustworthiness and their personal brand value, this research did not find a significant relationship between these two concepts.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78219
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