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dc.contributor.advisorKunkel, Thilo
dc.creatorSu, Yiran
dc.date.accessioned2020-11-05T15:02:05Z
dc.date.available2020-11-05T15:02:05Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/20.500.12613/3624
dc.description.abstractThis 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.
dc.format.extent176 pages
dc.language.isoeng
dc.publisherTemple University. Libraries
dc.relation.ispartofTheses and Dissertations
dc.rightsIN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/
dc.subjectSports Management
dc.subjectMarketing
dc.subjectAspirational Consumption
dc.subjectAthletic Identity
dc.subjectInfluencer Marketing
dc.subjectSelf-concept
dc.subjectSocial Media
dc.subjectSymbolic Consumption
dc.titleATHLETIFICATION: ATHLETIC IDENTITY AS AN ASPIRATIONAL CONSUMPTION SIGNAL ON SOCIAL MEDIA
dc.typeText
dc.type.genreThesis/Dissertation
dc.contributor.committeememberDrayer, Joris
dc.contributor.committeememberFunk, Daniel C. (Daniel Carl), 1964-
dc.contributor.committeememberWegner, Christine
dc.description.departmentTourism and Sport
dc.relation.doihttp://dx.doi.org/10.34944/dspace/3606
dc.ada.noteFor Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
dc.description.degreePh.D.
refterms.dateFOA2020-11-05T15:02:05Z


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