Look who's talking : athletes on Twitter : a case study / Ann Pegoraro.

Format:

Book

Author/Creator:

Pegoraro, Ann, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Twitter (Firm)--Case studies.

Twitter (Firm).

Internet marketing--Case studies.

Internet marketing.

Athletes--Case studies.

Athletes.

Web sites.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Human Kinetics, Inc., 2010.

System Details:

text file

Summary:

This case study investigated athletes' use of a specific social-media platform--Twitter. Social media are a rising force in marketing and have been fully embraced by the sport industry, with teams, leagues, coaches, athletes, and managers establishing presences. Primarily these presences have been focused on Twitter, a microblogging site that allows users to post their personal thoughts in 140 characters or less. Athletes, in particular, have engaged in tweeting at a fast pace, which raises the question, What are they saying? This case study investigated the tweets of athletes over a 7-d period in an attempt to answer that question. The findings indicate that athletes are talking predominantly about their personal lives and responding to fans' queries through Twitter. The results indicate that Twitter is a powerful tool for increasing fan-athlete interaction.

Notes:

Originally published in Pegoraro, A. (2010). Look who's talking--athletes on Twitter: A case study. International Journal of Sport Communication, 3(4), 501-514. DOI:.

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526437372

OCLC:

1023530233

Access Restriction:

Restricted for use by site license.