Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements

Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Mendes, Cédric

Publication

Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements

2022-04Journal article

dc.contributor.author	Ferreira, Alcina Gaspar
dc.contributor.author	Crespo, Cátia Fernandes
dc.contributor.author	Mendes, Cédric
dc.date.accessioned	2023-12-05T19:31:54Z
dc.date.available	2023-12-05T19:31:54Z
dc.date.issued	2022-04
dc.description	Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements. Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Mendes, Cédric. International journal of sports marketing & sponsorship, 05 Apr 2022, Vol. ahead-of-print, Issue ahead-of-print, pages 259 - 277.	pt_PT
dc.description.abstract	Purpose In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic performance and marketable lifestyle image dimensions. Design/methodology/approach An online consumer survey was conducted regarding sports celebrities' endorsement campaigns and consumers' ad recall. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Moderation and mediation effects were examined, and a multigroup analysis was used to test the existence of significant differences between groups. Findings The motivation to engage with sports celebrities' social media platforms transcends athletic performance and is positively related with the marketable lifestyle. Sports celebrities who highly engage consumers through social media can promote stronger engagement with the endorsed brand, and this effect is positively moderated by the perceived level of congruence between the sport celebrity and the endorsed brand. The effect of the sport celebrity's marketable lifestyle on the endorsed brand is partially mediated by their social media engagement with consumers. Moreover, a multigroup analysis shows no statistically significant differences among gender and age groups. Originality/value This study's contribution is a better understanding of the effect of sport celebrities' image dimensions on consumers' engagement with the celebrities' social media platforms. The marketable lifestyles of celebrities are an important asset that promotes engagement with their social media platforms by consumers that in turn, raises their marketing value in terms of endorsement contracts.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Ferreira, A.G., Crespo, C.F. and Mendes, C. (2022), "Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 2, pp. 259-277. https://doi.org/10.1108/IJSMS-12-2020-0211	pt_PT
dc.identifier.doi	https://doi.org/10.1108/IJSMS-12-2020-0211	pt_PT
dc.identifier.issn	1464-6668
dc.identifier.uri	http://hdl.handle.net/10400.8/9000
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	Emerald	pt_PT
dc.relation	Centre of Applied Research in Management and Economics
dc.relation.publisherversion	https://www.emerald.com/insight/1464-6668.htm	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Sport celebrity	pt_PT
dc.subject	Athletic performance	pt_PT
dc.subject	Marketable lifestyle	pt_PT
dc.subject	Social media	pt_PT
dc.subject	Endorsement	pt_PT
dc.subject	Brand engagement	pt_PT
dc.title	Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.awardTitle	Centre of Applied Research in Management and Economics
oaire.awardURI	info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.citation.endPage	277	pt_PT
oaire.citation.issue	2	pt_PT
oaire.citation.startPage	259	pt_PT
oaire.citation.title	International Journal of Sports Marketing and Sponsorship	pt_PT
oaire.citation.volume	23	pt_PT
oaire.fundingStream	6817 - DCRRNI ID
person.familyName	Gaspar Ferreira
person.familyName	Crespo
person.familyName	Mendes
person.givenName	Alcina
person.givenName	Cátia Fernandes
person.givenName	Cédric
person.identifier.ciencia-id	5415-BCD1-7FF1
person.identifier.ciencia-id	0615-6420-EC94
person.identifier.orcid	0000-0002-5119-5827
person.identifier.orcid	0000-0003-2886-7370
person.identifier.orcid	0000-0001-5824-8170
person.identifier.scopus-author-id	56072058400
project.funder.identifier	http://doi.org/10.13039/501100001871
project.funder.name	Fundação para a Ciência e a Tecnologia
rcaap.rights	closedAccess	pt_PT
rcaap.type	article	pt_PT
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