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Katie Lebel and Karen Danylchuk

The innovations of social media have altered the traditional methods of fan–athlete interaction while redefining how celebrity athletes practice their roles as celebrities. This study explored gender differences in professional athletes’ self-presentation on Twitter. Content analyses were used to compare male and female athletes’ tweets relayed by all professional tennis players with a verified Twitter account. Profile details and messages were scoured for themes and patterns of use during the time surrounding the 2011 U.S. Open Tennis Championships. Goffman’s seminal 1959 theory of self-presentation guided the analysis. While athlete image construction was found to be largely similar between genders, male athletes were found to spend more time in the role of sport fan while female athletes spent more time in the role of brand manager.

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Qi Ge and Brad R. Humphreys

Companies engaging celebrity athlete endorsers or sponsoring sports teams experience negative stock price impacts if athletes engage in inappropriate behavior. Most previous research assumed homogeneity in the impact of misconduct on stock prices. The authors investigated the possibility that different types of misconduct generate different impacts on stock prices. Results from a number of event study models using 863 incidents of off-field misconduct by National Football League players revealed substantial heterogeneity in the impact of these incidents. Crimes that harmed others and incidents receiving media attention generated larger negative returns.

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Brianna L. Newland, Laurence Chalip, and John L. Ivy

To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners’ and triathletes’ preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those preferences segment. It then examines the effect of athlete characteristics on segment and drink choice. Only a plurality of athletes (40.6%) chose a carbohydrate-protein postexercise recovery drink (the optimal choice), despite the fact that they valued scientific evidence highly. Athletes disliked or were indifferent to endorsement by a celebrity athlete, moderately disliked fat, and slightly preferred better tasting products. Cluster analysis of part-worths from conjoint analysis identified six market segments, showing that athletes anchored on one or two product attributes when choosing among alternatives. Multinomial logistic regression revealed that media influence, hours trained, market segment, gender, and the athlete’s sport significantly predicted drink choice, and that segment partially mediated the effect of sport on drink choice. Findings demonstrate confusion among athletes when there are competing products that each claim to support their training.

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Meghan M. Ferriter

This article explores the socially constructed space of Wikipedia and how the process and structure of Wikipedia enable it to act both as a vehicle for communication between sport fans and to subtly augment existing public narratives about sport. As users create article narratives, they educate fellow fans in relevant social and sport meanings. This study analyzes two aspects of Wikipedia for sports fans, application of statistical information and connecting athletes with other sports figures and organizations, through a discourse analysis of article content and the discussion pages of ten sample athletes. These pages of retired celebrity athletes provide a means for exploring the multidirectional production processes used by the sport fan community to celebrate recorded events of sporting history in clearly delineated and verifiable ways, thus maintaining the sport fans’ community social values.

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Yonghwan Chang, Yong Jae Ko, and Brad D. Carlson

brand managers, there has been an increasing focus on the strategic management of human brands ( Geurin, 2017 ). Research suggests that, among many types of celebrities, athletes produce high levels of tangible and intangible values, such as constant stock-returns effects and image development for firms

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Constancio R. Arnaldo

them to “understand itself and how they prefer to present themselves through narratives and images” (p. 149). Beyond these representations and iconic celebrity athletes, we see how Japanese Americans negotiate the boundaries of everyday life by confronting racial microaggressions, the seemingly

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Brody J. Ruihley and Bo Li

aspect about this pandemic time was the individual and collective need to social distance, self-isolate, or quarantine. As a result, many celebrities, athletes, coaches, and sport organizations were forced to use alternative forms of media or altered messaging to communicate during this unusual time

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Yonghwan Chang

celebrity publicity, however, may not be so unilinear and predictable, as recent news outlets have discussed. For example, a 2013 NBC article suggested that the sales of products endorsed by celebrity athletes and consumer responses to these products may not be adversely affected by the celebrity athlete

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A. Lamont Williams

if it was tears or water flowing. “Athlete” me kicks in: I beat my chest with my fists I slapped my face aggressively in the typical “wake up” athlete fashion in hopes of “hyping myself up.” You didn’t know him, he was a celebrity athlete , I think to myself. He’s just a guy I watch play a game on

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Sarah M. Brown, Natasha T. Brison, Gregg Bennett, and Katie M. Brown

: Exploring the role of celebrity athletes as marketers in online social networks . International Journal of Sport Management and Marketing, 10 ( 3/4 ), 161 – 179 . 10.1504/IJSMM.2011.044794 Hill , J. ( 2012 , March 26 ). The Heat’s hoodies as change agent