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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/211231
- Generation Y's athlete role model perceptions on PWOM behaviour
- Buksa, Ivan; Mitsis, Ann
- Purpose - The purpose of this paper is to determine whether the Generation Y segment in Australia perceive athletes as role models, and if so, do they engage in positive word-of mouth (POWM) recommendation behaviour. This paper also explores the influence of gender and English language enculturation on PWOM recommendation behaviours of Generation Y. Design/methodology/approach - Interviewer administered questionnaires were conducted on members of Generation Y in Melbourne, Australia. A series of correlation and OLS regression analyses were performed on a sample of 221 Generation Y consumers. Findings - This study found that Generation Y generally perceives athletes as role models and this influenced the Generation Y segment to engage in POWM recommendation behaviours for products/services/brands endorsed by the athlete role model. The results indicate that gender does not play a significant role in this process. However non-English language enculturated members of Generation Y were found to be more likely to engage in POWM recommendation behaviours for endorsed products/services/brands. Practical implications - Athlete endorsement strategies are expected to be effective in reaching and communicating with the lucrative Generation Y population. As a result, firms and marketing practitioners should strongly consider utilising favourite athletes of Generation Y to endorse products/services/brands to this consumer segment. Originality/value - Past studies suggest that gender is a common differentiator in Generation Y's willingness to engage in POWM recommendation behaviour about endorsed products/services/brands by their favourite athlete. This study suggests that English language enculturation may be more effective in differentiating such behaviour, particularly in an Australian context.
- Publication type
- Journal article
- Research centre
- Swinburne University of Technology
- Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 12, no. 4 (2011), pp. 337-347
- Publication year
- Athlete endorsement; Australia; Consumer behaviour; English language enculturation; Generation Y; Product endorsement; Positive word of mouth; PWOM; Young consumers
- Emerald Group Publishing
- Publisher URL
- Copyright © Emerald Group Publishing Limited.
- Peer reviewed