Influence of Entertainers on Athletes and Employees

Research Topic, Objective/Purpose, and Research Questions
The main objective of the research is to establish the influence of entertainers on brand
loyalty among youth athletes and employees. The research question of interest is: “how do
entertainers influence brand loyalty and selection of young athletes?” The dependent variables
include brand loyalty and the complaining behavior of consumers, and these dependent variables
provide insights into the conduct of switching from one product to another. On the other hand,
the independent variables include the entertainers’ attractiveness, trustworthiness, and expertise.

Null Hypothesis and Alternative Hypothesis
Null Hypothesis (H 0 ): Entertainers do not affect employees’ job satisfaction.
Alternate hypotheses (H 1 ):

1. The greater credibility of the entertainer, the more significant influence on athlete brand
   loyalty and selection.
2. Entertainers positively influence brand loyalty.
   Quantitative Methods

Numerous quantitative research methods can be used to address the research question.
One of the methods is the descriptive research method, which is used to understand a
phenomenon by observing and measuring variables in the study (Bloomfield & Fisher, 2019).
The other type of quantitative research method that can be used is the correlational research
method, which helps establish the relationship between two variables. In the study about the
influence of entertainers on athletes and employees, the descriptive research method is the most
appropriate because it helps identify trends and characteristics of the population under study.
Precisely, the main advantage of the descriptive method is that it allows for the formulation of

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hypotheses and avails a large amount of data for future research (Bloomfield & Fisher, 2019).
The main disadvantage of this method is that the data obtained cannot be used to represent an
entire population because it is collected randomly.

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Reference

Bloomfield, J., & Fisher, M. J. (2019). Quantitative research design. Journal of the Australasian
Rehabilitation Nurses Association, 22(2), 27-30.