Date of Award
Senior Honors Thesis
College or School
Program or Major
Business Administration: Finance and Marketing
Bachelor of Science
The research is to determine what the effects, if any, professional athlete endorsers or spokespersons have on the generation Z cohort. There is a relative lack of published research that investigated the influence sport celebrity endorsers had on generation Z. This study primarily focused on the exploration of the role sports celebrities play as vicarious role models for members of generation, as well as touched upon whether sports celebrity endorsers affected generation Z’s behavioral intentions. In addition, the influence sports celebrity endorsers had on females in comparison to males was also studied. It was found that sports celebrity spokespersons or endorsers act as vicarious role models for specifically generation Z. It was also concluded that sports celebrity spokesperson or endorsers influence Generation Z’s behavioral intentions.
Farren, Kayla M., "Sports Celebrity Influence on the Behavioral Intentions of Generation Z" (2018). Honors Theses and Capstones. 415.