Influence of Entertainers on Athletes and Employees

Research Topic, Objective/Purpose, and Research Question(s)
The primary purpose of the research is to determine the effect of entertainers on brand
selection and brand loyalty among athletes and employees. The study will answer the research
question: “how do entertainers influence brand selection and loyalty of athletes and employees?”
Dependent and Independent Variables
i. Dependent variables – the complaining behavior of consumers and brand loyalty. The
above dependent variables are crucial in explaining why customers often switch from
one product to another and stick to one brand for a longer duration.
ii. Independent variables – expertise and trustworthiness of the entertainers.
The Null and Alternate Hypotheses
 The null hypothesis (H 0 ) – entertainers have no direct influence on employees’ job
satisfaction.
 The alternate hypotheses (H 1 ) – the first alternate hypothesis states that the “credibility of
an entertainer has a significant influence on brand loyalty for athletes.” The other
alternate hypothesis states that “entertainers have a positive effect on brand loyalty.”
Qualitative Methods
The qualitative research methods that can be used to address the research question are
ethnography and phenomenology. Ethnography involves the researcher embedding himself in the
daily life of the subjects, while phenomenology requires studying activities or events as they
occur from different viewpoints (Hennink et al., 2020). The most appropriate qualitative research
method is ethnography because it guarantees researchers collect firsthand information from the
participants. The main advantage of ethnography is that it helps researchers understand other

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cultures and the major disadvantage is that it is time-consuming, which may make the process
costly.

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Reference

Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative research methods. Sage.