Sports Communication on Social Media and Audience Reactions.

Format:

Book

Author/Creator:

Turková, Kateřina.

Language:

English

Subjects (All):

Communication in sports.

Social media.

Physical Description:

1 online resource (227 pages)

Edition:

1st ed.

Place of Publication:

Prague : Karolinum Press, 2025.

Summary:

This book by Kateřina Turková examines the evolving relationship between sports communication and social media, focusing on the perspectives of Czech professional athletes. It explores the commercialization of sports communication, the use of social media by athletes for promotional and marketing purposes, and the audience reactions to their online interactions. The research employs a mixed-method approach, including quantitative content analysis and interviews, to analyze data collected over a year from athletes' social media pages. The book provides insights into the factors influencing athletes' communication strategies, the role of social media in sports marketing, and the dynamics between athletes and their fans. It is intended for academics, researchers, and professionals in the fields of sports communication, marketing, and social media studies. Generated by AI.

Contents:

Cover

Contents

Acknowledgment

Introduction

1. Theoretical Part

1.1 Contextualization and Development of Sports Communication

1.2 Sports Communication from the Marketing Point of View

1.3 Sports Communication from the Athletes' and Teams' Points of View

2. Methodology

2.1 Mixed Method Approach

2.2 Quantitative Content Analysis

2.3 Semi-structured Interviews

2.4 Concept for Researching Czech Athletes' Communication through Social Media and Audience Reactions

3. Results

3.1 Petr Čech

3.2 Tomáš Koubek

3.3 David Pastrňák

3.4 Jakub Voráček

3.5 Petra Kvitová

3.6 Karolína Plíšková

3.7 Zuzana Hejnová

3.8 Markéta Nausch-Sluková

3.9 Martina Sáblíková

3.10 Eva Samková

3.11 Ester Ledecká

3.12 Veronika Vítková

3.13 Michal Krčmář

3.14 Adam Ondra

3.15 Lukáš Krpálek

3.16 Josef Dostál

3.17 Comparison

Conclusion

References

List of Tables

List of Figures.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

80-246-5967-0

OCLC:

1520916047