2026-05-10T22:38:00.496Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:2:9635 2023-11-03T08:46:24Z 2

Who to engage in promotion?The position of athletes in celebrity endorsement communication strategies 2023 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/9635 http://www.sportscience.ba/pdf/br31.pdf I. Savić S. Alčaković I. Brdar D. Petković The challenge that marketers face today is how to gain attention with the content they create, and one of the best and most common ways to stand out from other competitors is to engage celebrities for promotional purposes. Celebrities are defined as individuals, such as actors, singers and athletes, who are recognisable to the public by their achievements in sectors related to the products and services sector they promote. This research examines the reasons for the increasing engagement of athletes in promotional activities. It provides answers to the shortcomings as well as gaining insight into the methods used by companies in making decisions about choosing a famous athlete, and what are their most important characteristics. In this research, two basic methods for data collection and analysis were conducted - the method of theoretical analysis and the survey method. Based on the conducted research and the obtained results, this article shows that companies in Serbia follow the trends related to celebrities and promotional activities. All companies stated that they used or are using celebrities for promotional purposes. article 16 1 144 151 1840-3662 Sport Science