The effect of Social Media use by Athletes on Brand Image

The sport industry is becoming increasingly commercialised with sport teams, individual athletes, sponsors and broadcasters using new media forms to reach consumers. Social media is new communication tool for sports... [ view full abstract ]

The sport industry is becoming increasingly commercialised with sport teams, individual athletes, sponsors and broadcasters using new media forms to reach consumers. Social media is new communication tool for sports organisations and brand managers is facilitating engagement with fans. However, there is no clear consensus on how this communication channel can be utilised to achieve marketing objectives. This study investigates whether social media can influence athlete brand image. Through a use of an online survey of people who follow athletes on social media, a conceptual model is empirically tested, which identifies factors that can influence athlete brand image. Specifically, authenticity, self-connection, attachment are identified. The results show that self-connection and commitment lead to attachment and the attachment is related to brand image. In addition authenticity is directly linked to Brand image.