A study of how social networks have impacted athletes' brand endorsement strategies / Hugo SENGER / 2023

Titre : A study of how social networks have impacted athletes' brand endorsement strategies Type de document : Mémoire Auteurs : Hugo SENGER, Auteur Année de publication : 2023 Importance : 36p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; CHANGEMENT SOCIAL ; SPORT Résumé : The goal of every company in every field is to make a profit and achieve economies of scale, it means produce more with less cost. Social networks have become a major element in the strategies of companies today. Indeed, they have a considerable impact on people's lives: People spend more and more time on social networks, which makes them an ideal place for companies to reach their target audience. In addition, social networks offer opportunities for precise targeting of advertisements and marketing campaigns, allowing companies to reach their audience with more relevance and efficiency. On the other hand, we have athletes who, thanks to social networks, have a considerable reach. Indeed, professional athletes have a massive and dedicated fan base, which follows their career and daily life with passion. Companies can use this huge reach by sponsoring athletes and involving them in their marketing campaigns. This strategy can help companies reach a wider and more diverse audience, while strengthening their brand image with their fans. This is known as an endorsement strategy.Social networks also allow real-time interaction with customers. This is why companies use them and can interact directly with their customers on these platforms, by responding to their comments, sharing their content, organizing competitions, etc. This real-time interaction can help companies to improve their brand image. This real-time interaction can help companies strengthen their relationship with their audience, while improving their brand image and online reputation. Finally, athletes bring credibility to the brand, it means that they are often associated with qualities such as excellence, determination and perseverance. By sponsoring athletes, companies can benefit from this credibility and associate their brand with these positive qualities. In summary, companies today are using social networks and athletes more to promote their products because of their huge impact on people's lives, their huge reach, their ability to allow real-time interaction with customers and to bring credibility to the brand. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581984