Yıldız Gücü (Star Power): Yıldız Sporcular Y Kuşağı Tüketicilerinin Tüketim Kararlarını Etkiler Mi?
The Star Power: Do Star Athletes Impact Consumption Decisions of Generation Y Consumers?

Summary/Abstract: Purpose – The purpose of this research is to explore the effects of “athletic star power factors” such as professional reliability, appealing personality, athletic expertise, social attractiveness and characteristic style on Generation Y consumers’ consumption decisions. And also to examine the relationship between star power effect, gender and age variables. Design/methodology/approach – This research, which quantitative research method was preferred, utilizes Scale of Athletic Star Power (SASP) that has previously been developed by Braunstein and Zhang. A total of 450 respondents have taken part in this study and the results revealed Generation Y consumers are indeed affected by Athletic Star Power Factors. The data were classified by SPSS 25.0 and to test the hypotheses of the research, multiple linear regression analysis, independent sample T-test and ANOVA analysis was used. Findings – The results revealed that, Generation Y consumers are indeed affected by Athletic Star Power Factors. It has been observed that there is a major difference between male and female consumers in terms of athletic star power effect. While male consumers exhibit higher levels of influence by athletic star power, the age factor doesn’t seem to have a major impact on the choices of these young consumers. Discussion – Studies on sports celebrities mainly focused on the opinions of advertising managers, ignoring the importance of consumers' perspectives. In addition, in various studies, it is seen that the components regarding the effects of famous athletes on consumers are evaluated independently. In this research, the goal is to address the impact of star power factors from the consumer perspective. The potential impacts of all factors on the consumption decisions of generation Y consumers, who are considered to be the second largest consumer community in the world, have been revealed. In this context, it is important to understand the benefits of the impact of star athlete celebrities on the purchase decision of Generation Y consumers for both the brands and the companies.

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