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dc.contributor.advisorBright, Laura F.
dc.contributor.authorCunningham, Nicole Reneeen_US
dc.date.accessioned2014-07-22T18:48:29Z
dc.date.available2014-07-22T18:48:29Z
dc.date.created2012en_US
dc.date.issued2012en_US
dc.identifierUMI thesisen_US
dc.identifieretd-05232012-092600en_US
dc.identifierumi-10328en_US
dc.identifiercat-001830494en_US
dc.identifier.urihttps://repository.tcu.edu:443/handle/116099117/4388
dc.description.abstractSocial media has revolutionized the way people interact not only with each other, but also with celebrities. Websites such as Twitter and Facebook provide direct access and interactivity with athletes. Athletes have embraced social media for both personal and business purposes. Whether it is posting pictures from a restaurant or posting a link to their latest sneaker commercial, athletes have discovered ways to use social media to promote themselves and their favorite brands. Previous research on celebrity endorsements revealed several characteristics typically found in celebrity endorsements: source attractiveness, source credibility, and celebrity-product congruence. However, all research to date has been conducted on traditional media outlets, such as television and print advertisements. This research seeks to expand on previous research rooted in traditional media such as television and print to determine whether or not athlete endorsements through social media are effective. Effectiveness in this case can be defined as the consumer's attitude towards the ad, brand, or athlete endorser. The study also proposes a three-step model to illustrate how consumer's process persuasive communication such as celebrity endorsements in social media.en_US
dc.format.mediumFormat: Onlineen_US
dc.publisher[Fort Worth, Tex.] : Texas Christian University,en_US
dc.relation.ispartofTCU Master Thesisen_US
dc.relation.requiresMode of access: World Wide Web.en_US
dc.relation.requiresSystem requirements: Adobe Acrobat reader.en_US
dc.titleNothing but Net : measuring the effectiveness of athlete endorsements in social mediaen_US
dc.typeTexten_US
etd.degree.departmentCollege of Communication
etd.degree.levelMaster
local.collegeBob Schieffer College of Communication
local.departmentCommunication Studies
local.academicunitBob Schieffer College of Communication
dc.type.genreThesis
local.subjectareaCommunication Studies
etd.degree.nameMaster of Science


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