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    ATHLETIFICATION: ATHLETIC IDENTITY AS AN ASPIRATIONAL CONSUMPTION SIGNAL ON SOCIAL MEDIA

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    Genre
    Thesis/Dissertation
    Date
    2019
    Author
    Su, Yiran
    Advisor
    Kunkel, Thilo
    Committee member
    Drayer, Joris
    Funk, Daniel C. (Daniel Carl), 1964-
    Wegner, Christine
    Department
    Tourism and Sport
    Subject
    Sports Management
    Marketing
    Aspirational Consumption
    Athletic Identity
    Influencer Marketing
    Self-concept
    Social Media
    Symbolic Consumption
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/3624
    
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    DOI
    http://dx.doi.org/10.34944/dspace/3606
    Abstract
    This dissertation focuses on the digital presentation of athletification, a process through which non-athletes incorporate an athletic identity into their self-concept. Although many studies have explored consumer behavior driven by team identification and how athletes manage impressions on social media, extant literature has devoted little attention to the symbolic meaning of virtual athletic identity and its impact on consumption from a non-athlete’s perspective. Using a multimethod approach, this dissertation is divided into three standalone essays and examines the following in the context of influencer marketing: 1) the use and role of digital athletic identity in building a digital self-brand; 2) the motivation and consequences of constructing a digital identity; and 3) the impact of a digital athletic identity on consumers. This dissertation contributes to the literature by constructing a theoretical foundation for athletification as a self-branding tool on social media and uncovering its influence on consumers’ attitudes and behaviors. These studies offer insights for social media influencers and marketers attempting to leverage their impacts on consumers. Findings also provide actionable strategies that could improve the promotional messages presented online.
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