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Blair Browning and Jimmy Sanderson

Twitter has become a popular topic in sport communication research. Little research to date, however, has examined Twitter from the perspective of student-athletes. This research explored how student-athletes at an NCAA Division I university used Twitter and reacted to critical tweets from fans. Semistructured interviews with 20 student-athletes were conducted. Analysis revealed that student-athletes used Twitter in 3 primary ways: keeping in contact, communicating with followers, and accessing information. With respect to critical tweets, student-athletes reported various perceptions about them and diverse strategies for responding to them. The results suggest that Twitter is a beneficial communicative tool for student-athletes but also presents challenges, given the ease with which fans attack them via this social-media platform. Accordingly, athletic departments must be proactive in helping student-athletes use Twitter strategically, particularly in responding to detractors.

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Maurice Vergeer and Leon Mulder

). Social media and sports: Driving fan engagement with football clubs on Facebook . Journal of Strategic Marketing, 26 ( 1 ), 37 – 55 . doi:10.1080/0965254X.2017.1359655 10.1080/0965254X.2017.1359655 Van Deursen , A. , & Van Dijk , J. ( 2011 ). Internet skills and the digital divide . New Media

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Florian Hemme, Dominic G. Morais and Jennifer Lukow

social media accounts and that it had to keep up with relevant trends and developments in the industry. Social Media and Sports The term social media can be defined in a variety of ways ( McNary & Hardin, 2013 ), but these definitions essentially encompass internet-based applications that allow for the

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Stephen Harvey, Obidiah Atkinson and Brendon P. Hyndman

.1260/1747-9541.6.2.295 Witkemper , C. , Choong Hoon , L. , & Waldburger , A. ( 2012 ). Social media and sports marketing: Examining the motivations and constraints of Twitter users . Sport Marketing Quarterly, 21 ( 3 ), 170 – 183 . Zimmerman , M. , Johnson , J. , & Ridley , M. ( 2016 ). Twitter use by college

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Daniel Maderer, Petros Parganas and Christos Anagnostopoulos

.4.422 Witkemper , C. , Lim , C.H. , & Waldburger , A. ( 2012 ). Social media and sports marketing: Examining the motivations and constraints of Twitter users . Sport Marketing Quaterly, 21 ( 3 ), 170 – 183 . Woratschek , H. , Horbel , C. , & Popp , B. ( 2014 ). The sport value framework—A new

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Mathieu Winand, Matthew Belot, Sebastian Merten and Dimitrios Kolyperas

.2013.055194 Witkemper , C. , Hoon Lim , C. , & Waldburger , A. ( 2012 ). Social media and sports marketing: Examining the motivations and constraints of Twitter users . Sport Marketing Quarterly, 21 ( 3 ), 170 – 18 . Yin , R. ( 2003 ). Case study research: Design and methods . Thousand

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Brendan O’Hallarn, Stephen L. Shapiro, Marion E. Hambrick, D.E. Wittkower, Lynn Ridinger and Craig A. Morehead

-011-9243-z White , D. ( 2016 , April 20 ). ESPN fires Curt Schilling over controversial comments . Time . Retrieved from http://time.com/4302735/curt-schilling-espn-fire-transgender/ Witkemper , C. , Lim , C.H. , & Waldburger , A. ( 2012 ). Social media and sports marketing: Examining the