I read an article showing information on “Sport Celebrity Influence on Young Adult Consumers ”. It definitely gave examples of certain celebrities with a knack for adventure and risk.
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| SOURCE: www.viewbug.com |
Apparently there aren’t many celebrities with boring hobbies. Most celebrities spend their free time doing something crazy such as Indy car racing and skydiving. In this post I would like to answer the question, “Do celebrities have an impact on action sports marketing?”
So it is evident that the target market for action sports is the young adult population but how do celebrities come into play? Well, big businesses are spending billions of dollars on endorsement deals with such celebrities. When research shows that once celebrities are involved in a product that they can match, they bring more value to that product.
One example would be that there have been studies done that women are 22% more likely to buy a product or service that is endorsed by a female athlete. When women athletes represent a niche sport that more men tend to play, then those women that tend to favor that sport also would like to see a woman represent it and then buy it. Females were expected to spread more positive word-of-mouth about a product or brand that is endorsed by their favorite athlete than males.
Another example would be that celebrities have a strong power to influence young adults to switch brands. It is the most interesting finding in this study when celebrity athlete endorsers have a positive influence on young adults’ product switching behavior. This suggests that celebrity athlete endorsers have an impact on young adults’ decisions to switch brands, their tendency to talk about brands in a way that can influence other young adults.
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