Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies

Mole, Benjamin, Cook, Paul and Crabtree, Ruth (2022) Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies. In: Marketing Analysis in Sport Business: Global Perspectives. World Association for Sport Management Series . Routledge, London. ISBN 9781032298757, 9781003302476

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Abstract

Whilst celebrity endorsements and the use of them within marketing strategies has seen a wealth of research in recent years, there is limited understanding regarding the development of micro-celebrity endorsements. This paper discusses the increase in the use of social media and how organisations across the globe use this medium as part of their marketing tactics to promote their products and services. Incorporating celebrity endorsement models, an explanation of a micro-celebrity is provided, and the associated endorsement characteristics are applied to the fitness industry. The lack of research with regards this current marketing phenomena is evidenced and as such, this paper provides a timely overview of some of the key questions that sport marketers need to address to deliver successful and effective marketing strategies.

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