Masters Theses

Date of Award

8-2023

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication and Information

Major Professor

Matthew Pittman

Committee Members

John Haley, Courtney Childers

Abstract

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of related businesses. To understand why changes occur over time, an analysis of private markets and state policies is necessary. Sports influence ads have become a widespread phenomenon; they are mostly everywhere. These are special commercials that capture the attention of people and will be discussed for what makes them special. This paper will look at how this type of advertisement and its objectives differ on Instagram in the United States and Saudi Arabia. Social media allows users to watch and interact with sporting events in different ways (Lamirán-Palo mares, 2020). Sports are entertaining, and anything related to it will always draw a lot of viewers. This research paper aims to study the roles of sports influencers in advertising in the United States and Saudi Arabia on Instagram. The study utilized SPSS software to analyze data and assess the relationship between sports influencer marketing and brand awareness among influencers and consumers in Saudi Arabia and the United States. A two-way ANOVA test was conducted, and the results revealed a significant difference in the effectiveness of sports influencers on social media and advertisement between the two countries. There was also a significant interaction effect between the country and the point sports influencers on social media and advertising. The study suggests that marketers should consider these differences when crafting campaigns and adjust their strategies accordingly.

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