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Content analysis of female athlete endorsers in UK sports magazine advertisements

Content analysis of female athlete endorsers in UK sports magazine advertisements

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2019) Content analysis of female athlete endorsers in UK sports magazine advertisements. [Working Paper]

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Abstract

Despite an increased level of females’ participation in sports, the media coverage is still very low and inadvertently the use of female athletes as product endorsers has received limited attention. The purpose of this study is to provide an empirical insight into the frequency and nature of portrayals of female athlete endorsers in UK Sports Magazine by replicating Grau et al (2007)’s earlier study carried out in USA over ten years ago. Results of the content analysis indicate that females are seldomly featured as brand endorsers, female in team sports and from black ethnic minority group are less likely to be featured as brand endorsers. The study offers theoretical knowledge and practical implication for managers to ensure female athletes are well positioned and given the opportunity to be commercially viable.

Item Type: Working Paper
Uncontrolled Keywords: women in sport, portrayal, advertisement, UK, content analysis, magazine
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 22 Aug 2019 10:51
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/24712

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