Sports Stars and Millennial Shopping Choices

The research looks at how sports stars influence buying habits among young adults on Instagram, Snapchat, and Twitter. It focuses on four traits: how friendly the star seems, their skill level, trustworthiness, and looks. Previous studies treated all social media the same, but this work checks each platform separately. The team used a mix of numbers and interviews to see if the same trait matters on every site.For example, a fan might trust a star’s expertise more on Twitter than on Snapchat. They found that different platforms highlight different aspects of a celebrity’s personality. The study shows that marketers can’t use one size fits all. Choosing the right platform and highlighting the correct trait can change whether a post leads to a sale. The findings suggest that understanding both the star and the social media context is key for effective advertising.