This research explores the impact of influencer marketing on digital platforms like TikTok, emphasising the evolving dynamics between content categories and user engagement behaviours. Focused on Alisha Lehmann, a Swiss football player and influencer, the study examines the influence of various content categories on her TikTok account.
Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics and due to the continuous promotional efforts of pioneering athletes like Katie Taylor, Clarissa Shields, and Amanda […]
The following empirical study seeks to understand the level and sort of influence that football star and celebrity athlete Zlatan Ibrahimović has on his social media fans and followers. A dedicated questionnaire […]
Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]
Chris Fill and Barbara Jamieson (2006:547) define public relations (PR) as ‘a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders,’ and explain that organisations can […]
We continue our The Branded Footballer series with a Japanese youngster, who in 2012-13 received a good amount of interest from European clubs and finally ended up at BSC Young Boys in […]
Source: Twitter.com/GPelle19 Professional football players have recognised the potential of Twitter and how it can boost what Mitch Joel calls «The New Marketing of You» (Ctrl Alt Del, 2013). In this post […]
This is the third post in our The Branded Footballer series, and this time we will look at Japan’s Yoichiro Kakitani, who moved this July from J.League club Cerezo Osaka to FC […]
The FIFA World Cup 2014 came to an end about 4 weeks ago and with it an extremely valuable time for brands that invest considerable financial and human resources in endorsements. Nonetheless, endorsement […]
As we have discussed in the post Paul Pogba: The Branded Footballer [Series], ‘Football players are as much a brand as the club they play for,’ or in the context of the […]
Juventus F.C. and Italian National Team center-back Leonardo Bonucci is not only one of the arguably best defenders in the world, he is also very talented when it comes to positioning brands […]
Football players are as much a brand as the club they play for. Think of Ibrahimovic, Ronaldo, Kagawa, Pirlo and the young Paul Pogba. Even though they all sport a jersey with […]
