Promoting sport and physical activity participation: the impact of endorser expertise and recognisability

Behnoosh, Shima; Naylor, Michael; Dickson, Geoff

doi:10.1080/23750472.2018.1424024

Cited by 14 publications

(8 citation statements)

References 68 publications

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“…Having previous results in mind, as well as the significance of physical activity for social sustainability, some general recommendations can be provided. Positive influence of celebrity endorsers are already proven in the literature especially when they are famous because of sport [16]. In the concrete case, trying to cooperate with Novak Djokovic could be a good idea.…”

Section: Discussionmentioning

confidence: 96%

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Increasing Students’ Physical Activity in Function of Social Sustainability: Recommendations from a Social Marketing Perspective

et al. 2020

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The role of physical activity for social sustainability, as well as potential for social marketing to contribute to increasing the level of physical activity, are already documented in previous literature. Those considerations may gain additional importance in the context of student population, often confronted with the decrease of the level of physical activity, and in a country with scarce similar researches. The purpose of this study is to identify socio-demographic determinants of Serbian students’ physical activity. Physical activity was examined as an ordinal dependent variable (inactive, low-frequency activity, and recommended frequency activity) and an ordered logit model was implemented for examining its relations with students’ gender, age, household size, emotional status, accommodation, year of study, and living standard. The results show that 15.7% of students are inactive, 22.9% have low-frequency activity, while 61.3% met the recommended level of physical activity. The average probability of physical activity is larger for male students in comparison to female students. Students with better living standards are also more physically active. Finally, the average probability of physical activity decreases starting from students who live with their families, followed by those who live in a private accommodation, to students who live in a dormitory. Considering the obtained results, recommendations from a social marketing perspective are provided.

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Section: Discussionmentioning

confidence: 96%

“…There are a number of studies about increasing physical activity [16][17][18][19][20][21][22][23][24][25][26][27], some of them focusing on the student population and the possibilities of social marketing in that process. Some of the social marketing programs for improving physical activity, such as VERB, are marked as successful [22].…”

Section: Introductionmentioning

confidence: 99%

Increasing Students’ Physical Activity in Function of Social Sustainability: Recommendations from a Social Marketing Perspective

et al. 2020

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“…Further, sport organisations have accepted social media platforms and have recognised the need to share quality and relevant content to engage and develop connections with fans (Eagleman, 2013;Thompson et al, 2014). Behnoosh et al (2017) noted that engaging in promotional techniques, like celebrity endorsement, can be used to attract attention and increase the impact of social campaigns, such as those focused on increasing physical activity and sport participation. Importantly, attitude, intention and perception of physical activity campaigns are more positively influenced when endorsed by an athlete (Behnoosh et al, 2017).…”

Section: Role Of Social Mediamentioning

confidence: 99%

“…Behnoosh et al (2017) noted that engaging in promotional techniques, like celebrity endorsement, can be used to attract attention and increase the impact of social campaigns, such as those focused on increasing physical activity and sport participation. Importantly, attitude, intention and perception of physical activity campaigns are more positively influenced when endorsed by an athlete (Behnoosh et al, 2017). This may be extended into the social media realm, as an athlete's influence on the platforms has been suggested to impact participation rates in sport.…”

Section: Role Of Social Mediamentioning

confidence: 99%

Social media and inspiring physical activity during COVID-19 and beyond

Hayes

2020

Managing Sport and Leisure

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The COVID-19 pandemic has impacted sport and events greatly with a shutdown of leagues and the postponement of events like the 2020 Tokyo Olympic Games. However, new media technologies, such as social media platforms, have provided an avenue for sport organisations and athletes to continue to engage with their consumers and promote physical activity during the absence of live sport. New media technologies allow organisations and individuals to share user-generated content and facilitate interactivity. This commentary intends to stimulate discussion, interest and research on whether social media could be used as a platform to inspire physical activity and sport participation and what strategies may be successful in engaging with consumers. Olympic sport and the campaigns National Olympic Committees have engaged in during lockdown are the focus of this piece. It is hoped that this piece provides a starting point for future research focusing on the adoption of new media technologies, like social media, to engage with and inspire people to become more active and involved in sport.

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“…As such, it is easy for athletes to leverage on this medium and encourage appropriate behaviours from both their fans and the public during this pandemic. As athletes are perceived to be fit and healthy, messages that they post on health-related matters will be deemed more credible and convincing than the average celebrity (Behnoosh, Naylor, & Dickson, 2017 ). Athletes can thus make a difference in this fight against COVID-19.…”

Section: The Athletes’ Role During the Pandemicmentioning

confidence: 99%

Discussion: COVID-19’s impact on sports and athletes

Scerri

Grech

2021

Ger J Exerc Sport Res

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As major sport events have been cancelled and postponed in response to coronavirus disease 2019 (COVID-19), the necessity to protect and provide a holistic approach to the professional athlete has never been greater. To do so one must understand the negative consequences for athletes in relation to the cancellation and postponement of such events caused by a communicable pandemic. The aim of this paper is to give a brief overview of how athletes were affected during the current COVID-19 pandemic. It will also discuss the role of athletes during a pandemic. Athletes like other celebrities can be role models. They can encourage appropriate behaviours including social distancing to help stall the spread of the virus through social media. The article ends with a short discussion on the resumption of sports after lockdown. In such a context of uncertainty, maximum caution is needed for resumption of sports to ensure a smooth return to previous high levels of training and fitness.

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Promoting sport and physical activity participation: the impact of endorser expertise and recognisability

Cited by 14 publications

References 68 publications

Increasing Students’ Physical Activity in Function of Social Sustainability: Recommendations from a Social Marketing Perspective

Increasing Students’ Physical Activity in Function of Social Sustainability: Recommendations from a Social Marketing Perspective

Social media and inspiring physical activity during COVID-19 and beyond

Discussion: COVID-19’s impact on sports and athletes

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