How the role of influencer marketing drives participation amongst Generation Z in GAA in Ireland

McGlinchey, Leona (2024) How the role of influencer marketing drives participation amongst Generation Z in GAA in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

In recent years a number of well-known GAA players has begun to post content and promoting brands on Instagram. The purpose of this dissertation is to explore the role of Influencer Marketing in the GAA drives participation amongst Generation Z in the GAA. The use of qualitative research design was adopted with the data being collected using six semi-structured interviews in order to investigate the experience of people use of Instagram and experience with GAA Influencers. The participants for the study were chosen due to their involvement of the GAA and use of social media platforms. The subsequent findings for the study have proven to be interesting and prove to be a great beginning into the further research on the area.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Gibney, Desmond UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour D History General and Old World > DA Great Britain > Ireland H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Aug 2025 10:48
Last Modified:	14 Aug 2025 10:48
URI:	https://norma.ncirl.ie/id/eprint/8530

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