College Athletes as Endorsers: A Study of NIL Advertising

<p>The objective of this study is to determine how effective the newly enforced NIL deals among college athletes are in terms of social media advertising. With the rise of social media and the amount of people using social media daily, it is imperative for advertisers to understand various ways of promoting brands on social media. A 2x2x2 mixed experimental design was used to investigate the effects of college athletes-sponsored Instagram posts among college students, specifically source relevance, product relevance, and message authenticity. Findings suggested positive effects of using college athletes as sponsors. Source relevance, product relevance, and message authenticity played a significant role in determining consumers’ attitude toward the sponsored posts and brands. Limitations and directions for future research were also discussed.</p>

Name thesis:degree_name

Master of Arts (MA)

Level thesis:degree_level

Masters Thesis

Year dc:date.available

2023

Author dc:creator

• Johnson, Zach

Contributors dc:contributor

• Dr. Fei Xue
• Dr. Lindsey Maxwell
• Dr. Dave Davies

• NIL Deals
• College athletes
• endorsements
• Instagram endorsements
• Mass Communication
• Public Relations and Advertising
• Social Media
• Sports Studies

Repository record dc:identifier

https://aquila.usm.edu/masters_theses/1001

OAI identifier oai:identifier

oai:aquila.usm.edu:masters_theses-2095