College Athletes as Endorsers: A Study of Sponsored Social Media Posts

Abstract

The study examined the effectiveness of using college athletes as endorsers in sponsored social media content, through name, image, and likeness partnerships. A 2 × 2 × 2 mixed-factorial design was used to investigate the impact of sponsored posts from student athletes on college student consumers, in terms of source similarity (college athlete vs. pro athlete), product relevance (high vs. low), and message authenticity (snapshot photography vs. studio ad). Findings suggested positive effects of using college athletes as endorsers. Source similarity, product relevance, and message authenticity all played significant roles in determining students’ attitude toward the sponsored posts and brands. More favorable responses were reported toward the college athlete, high relevance product, and snapshot photography. Limitations and directions for future research were also discussed.