Tweets and Crumpets: Examining U.K. and U.S. Regulation of Athlete Endorsements and Social Media Marketing

The world’s highest-paid athletes, product endorsement, and Twitter

“…However, product endorsements by brands via athletes on social media and the disclosure of the underlying endorser-advertiser relationship have been drawing the attention of lawmakers since 2009. For example, the Federal Trade Commission (FTC) in the USA and the Advertising Standards Authority (ASA) in the UK both introduced regulations that require advertisers to clearly identify their role in any online advertisement (Brison et al, 2013;McKelvey and Masteralexis, 2013). The FTC presented its guidelines in 2009 for advertisements on blogs and social networks.…”

Sensitizing Netizen’s behavior through influencer intervention enabled by crowdsourcing – a case of reddit

“…Since the introduction of social media, a shift has been observed in the communication patterns of individuals and organisations (Filo, Lock, and Karg 2015;Malik, Dhir, and Nieminen 2016). Social media has surpassed its role as a simple communication platform (Ngai, Tao, and Moon 2015) and industries such as sports as well as marketers are using these platforms for diverse communications such as news updates (Reed and Hansen 2013), athlete endorsements (Brison, Baker, and Byon 2013), promotions (Hambrick and Mahoney 2011), and relationship marketing (Williams and Chinn 2010).…”

Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL

“…The emergence of social media (SM) over the past decade has changed the speed and scope of communication and interaction among and between individuals and organizations across the globe (Filo, Lock, & Karg, 2015; Hambrick & Svensson, 2015). Today, the use of SM goes beyond simple social communication (Ngai, Tao, & Moon, 2015), and in the sport industry, marketers are using SM platforms to implement a variety of marketing communication elements such as athlete endorsements (Brison, Baker, & Byon, 2013), promotions (Hambrick & Mahoney, 2011), public relations (Waters, Burke, Jackson, & Buning, 2011), news updates (Reed & Hansen, 2013), and relationship marketing (RM; Williams & Chinn, 2010). While SM is a valuable resource to realize these marketing communication elements (Schultz & Peltier, 2013), it appears to be an ideal tool to achieve RM goals (Hambrick & Svensson, 2015; Trainor, Andzulis, Rapp, & Agnihotri, 2014).…”