IMPACTS OF WORLD FAMOUS FOOTBALL PLAYERS IN SPORT INDUSTRY THROUGH INFLUENCER MARKETING

Özet

The purpose of this study is to examine the introduction of products or services by brands through famous athletes; especially the famous football players whose followers increase day by day in the individual Instagram accounts, sharing the promotions of the brands, increasing their likes and comments. These people have a loyal follower group, and this group benefits from the influencer's experience, trusts, believes and adopts what they share. In our study, we have evaluated the football players as the examination group, who have millions of followers and their act as an intermediate to promote brands through the promotional pictures, likes, comments and followers in the Instagram accounts. The limitations of the research is the numerical values obtained from the Instagram accounts of ten football players since June 5, 2018 with more than a million followers. The study was conducted as a qualitative research and it was supported by written documents (information data browsing) and the case study method.
As a result, it has been determined that football players with numerous Instagram followers usually advertise sports brands, and they receive comments and likes through those. The examinations conducted on ten football players who are famous with millions of followers, it has been determined that promotions of sports clothing brands such as Adidas, Nike and Puma have been more frequent and liked more. It has been seen that the private accounts of the athletes become a marketing portal, and it spread rapidly in the social platforms