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Sporting brand advertisements on social media, and its impact on consumer behavior
This project is answering the following two questions: 1. How consumers react to sports brands on social media. 2. How different conditions influence this effect above.
This project first analyzes the impact of social media advertisements from sports brands on consumers. This study is intended to measure the relationship between sports brands advertising on social media and consumers’ preference as well as their willingness to pay. With the expansion of the market, social media has evolved into both personal and professional social media, and thus this course project also seeks to analyze the influence of both types of social media on the effects above. In addition, this research emphasizes consumers’ identity difference, which is an essential part of consumer behavior analysis. This project explores how consumers’ dual identity (i.e., student-athlete lifestyle) influences their preference and willingness to pay for sports brands on social media.