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The human brands of name, image and likeness (NIL) influencers: A content analysis

Author

Listed:
  • Xue, Fei

    (School of Media and Communication, USA)

  • Karuturi, Srividya

    (School of Media and Communication, USA)

  • Begum, Monira

    (Department of Communication, USA)

Abstract

The name, image and likeness (NIL) market has grown exponentially in the last two years, but our understanding of its impact is still very limited. Building on human brand theory and the concept of self-presentation, a quantitative content analysis was conducted to explore how top college athlete influencers create unique human brands through visual self-presentation and their correlations with brand partnerships and post engagement. Descriptive analyses identified dominant human brand content and self-presentation tactics. Chi-square results suggested differences between male and female athletes. Human brand content type and sponsorship disclosure method were also found to have affected post engagement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Suggested Citation

  • Xue, Fei & Karuturi, Srividya & Begum, Monira, 2025. "The human brands of name, image and likeness (NIL) influencers: A content analysis," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 13(1), pages 59-77, June.
    • Handle: RePEc:aza:jdsmm0:y:2025:v:13:i:1:p:59-77
    as

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    More about this item

    Keywords

    social media; NIL marketing; college athletes; human brands; self-presentation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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