Olympic Athlete Engagement_FINAL_JIA_Revision_3.pdf (371.88 kB)
Social media engagement as a metric for ranking US Olympic athletes as brand endorsers
journal contribution
posted on 2021-10-05, 08:35 authored by Natasha T Brison, Andrea GeurinAndrea GeurinAthletes often use social media to help build their personal brand, communicate with stakeholders, and promote endorsements. Research suggests that athletes who elicit greater engagement on social media are more valuable to endorse brands than those who simply have a large number of followers. From a regulatory perspective, it is important for athlete endorsers to disclose the commercial nature of sponsored posts. Therefore, based on social influence theory (SIT), the purpose of this study was to examine Olympic athletes’ follower engagement on social media with a focus on brand mentions and disclosures of the relationships. Utilizing a content analysis of 190 US Olympic athletes’ tweets during the 2018 PyeongChang Games, findings revealed statistically significant differences in follower engagement based on the athlete’s gender. Non-brand-related posts received statistically significant greater engagement than brand-related posts, and only 12.90% of the posts that mentioned a brand disclosed a brand relationship. Implications and future research also are discussed.
History
School
- Loughborough University London
Published in
Journal of Interactive AdvertisingVolume
21Issue
2Pages
121-138Publisher
Taylor & FrancisVersion
- AM (Accepted Manuscript)
Rights holder
© American Academy of AdvertisingPublisher statement
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Interactive Advertising on 15 Jul 2021, available online: http://www.tandfonline.com/10.1080/15252019.2021.1919251.Acceptance date
2021-05-06Publication date
2021-07-15Copyright date
2021eISSN
1525-2019Publisher version
Language
- en
Depositor
Dr Andrea Geurin. Deposit date: 4 October 2021Usage metrics
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