The New Wave of Influencers: Examining College Athlete Identities and the Role of Homophily and Parasocial Relationships in Leveraging Name, Image, and Likeness

Abstract

This article brings together scholarship on communication theory, influencer marketing, and personal branding to examine a new type of social media influencer—the college athlete influencer. Previous research in the field of sports has not specifically explored the distinct characteristics of college athletes that contribute to their effectiveness as marketing influencers. By adopting a sequential explanatory mixed-methods approach, this study provides a comprehensive understanding of the source of college athletes’ influence via social media. Quantitative results indicate that projecting an athletic identity on social media enhances the influencer’s credibility and increases the likelihood of consumers purchasing the products they endorse. Furthermore, qualitative findings indicated that the shared school identity acts as the ultimate impetus for the bond between the influencer and the consumer, which subsequently impacts the consumer’s purchasing decisions. This study provides actionable implications for schools, colleges, and brands seeking to build compelling sponsorships in the name, image, and likeness era.