Social media has been described as a platform for discussing ideas, communicating experiences and exchanging knowledge. It has changed the way individuals interact, providing massive amount of data and rich market insight as customers and brands engage and build relationships. This public declaration is of great concern for any organisation as it transfers the power to shape brand images from the hands of advertisers to the words of consumers' online connections. This chapter sets an agenda proposing the possibilities of qualitatively analysing user-generated content on social media platforms to provide insight into attitudes towards advertisements and their brands. Unlike participants being interviewed in a focus group, filling in questionnaires or neuroscience providing insight into how the mind perceives advertisements which typically requires expensive, bulky equipment and lab-type settings that limit and influence the experience, this is readily available public data which can be thematically analysed to add to existing knowledge. Presenting the idea, publicly declared responses to the advertisements of UK banks on Facebook were analysed in order to gain insight into their perceptions and attitudes towards the advertisements and their brands. An outline of how to perform an analysis of user-generated content was provided to buttress the research method. Challenges and limitations of this research method were also considered.

Forbes Magazine compiles Highest-Paid Female Athletes in the world; the list contains ten female athletes with the highest earning which includes all prize money, salaries and bonuses earned. This present study analysed the content of these ranking over ten years period from 2009 to 2018 to understand the calibre of sportswomen who have achieved that much, the sports they play and perhaps an insight into their personality. Twenty-five female athletes appeared on the list, from 18 countries, playing six different sports. The study concludes that for a sportswoman to become one of the highest paid female athletes in the world, she must be an American citizen who plays Tennis, as American citizens and Tennis players dominated the list. This highlight implications for governing bodies, talent managers and even sportswomen, especially those in team sports as the list was dominated with athletes in non-team sports. The country of origin seems to be a contributing factor as well. This study adds to the existing literature on sports marketing and celebrity endorsements. Specifically shed more light on sportswomen as individuals, their sports and country of origin. Implications for researchers, policymakers and Managers are provided. Research agenda for future studies were also presented.