ESCP Europe

Item type

Study and report

Dissertation

• MS Marketing and Communication

Language

English

Publication year

2021

Social Media has become essential in everyday consumer life. With the growth of social media, marketers have found new ways to reach consumers. Social media has also given birth to influencers: people with an expertise in a specific domain that have created a following through social media. Marketers have been using influencers to reach new targets through the use of influencer marketing. Having said that, the sports industry is an ever growing behemoth of an industry where brands have been using athletes as celebrity endorsers. The purpose of this thesis is understand the extent to which influencer marketing affects consumer behaviour compared to the use of athletes as celebrity endorsers within the sports industry.