Abstracts Communications and the Arts

Examining the Effects of Using the Name, Image, and Likeness of Female College Athletes to Endorse a Product on Social Media

by Alexandra Savedge

The purpose of this study is to examine how name, image, and likeness (NIL) representations of female college athletes in social media endorsements may impact users' attitudes and behavioral intentions with regard to female athlete's personal brands, female athletics, and product brands. This study focused specifically on Florida State University (FSU), which boasts numerous highly successful female sports programs. Through the use of a survey, this study examined participants' attitudes and intended behaviors after viewing two social media endorsements. The results of this study found that participants with greater fanship toward FSU sports and toward female sports in general reported more favorable attitudes towards the advertisements. A Thesis submitted to the School of Communication in partial fulfillment of the requirements for the degree of Master of Science. April 6, 2022. Arthur A. Raney, Professor Directing Thesis; Davis W. Houck, Committee Member; Russell Clayton, Committee Member.