The Influence of Sport Celebrities Towards Social Media Influencers: Taking Zhu Ting, A Chinese Celebrity Volleyball Player as An Example
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Abstract
Background of the article: with the development of technology and economy, the
sports industry is becoming an intergrade worldwide business. Based on this, social media
platforms and having awareness to manage the relationship between sports celebrity
athletes are necessary, which need to be considered by marketers in the marketing process
and conduct their online advertisement. In this process, consumers and their behaviours
are necessary to be noticed. Therefore, in this paper, Zhu Ting, a famous volleyball player
in China and worldwide is taken as an example to analyze this phenomenon. 2.
Methodology: as this essay is analyzed from consumer perspective, a survey about the
followers’ attitude about using Zhu Ting’s social media platform to advertise is delivered.
A Likert Scales has been used to analyze the consumer’s attitude. 3. The Conclusion of
the article is 4 influencing factors have been found: (1) social media being a platform to
capture the common points of the followers; (2) social media is helpful to expand the
influence both from national and international side; (3) inviting sport celebrity to be
endorser could impact customers’ attitude and behaviours; (4) build up a broad network
system.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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