• Login
    View Item 
    •   Home
    • Faculty/ Researcher Works
    • Faculty/ Researcher Works
    • View Item
    •   Home
    • Faculty/ Researcher Works
    • Faculty/ Researcher Works
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of TUScholarShareCommunitiesDateAuthorsTitlesSubjectsGenresThis CollectionDateAuthorsTitlesSubjectsGenres

    My Account

    LoginRegister

    Help

    AboutPeoplePoliciesHelp for DepositorsData DepositFAQs

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Rise of an athlete brand: Factors influencing the social media following of athletes

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Thumbnail
    Name:
    Baker-JournalArticle-2020-03.pdf
    Size:
    648.4Kb
    Format:
    PDF
    Download
    Genre
    Journal article
    Date
    2020
    Author
    Su, Yiran
    Baker, Bradley cc
    Doyle, Jason P.
    Kunkel, Thilo cc
    Department
    Sport and Recreation Management
    Subject
    Athlete branding
    Social media
    Network effect
    Brand relationship
    Nonparametric regression
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/7112
    
    Metadata
    Show full item record
    DOI
    https://doi.org/10.32731/SMQ.291.302020.03
    Abstract
    Athlete brands exist within a network of brand relationships. Thus, considering the joint influences of related brands at different levels (league, team, and athlete) is essential for understanding how athlete brands are built. We focus on growth factors impacting athletes’ social media followings (Twitter and Instagram) around the critical juncture of team transfer periods. We use data from the NFL Draft, because this moment in time provides a key opportunity to capture combined influences from league-, team-, athlete-, and platform-related factors on athlete brand development. Through comparing a large sample of athlete social media followings before and after the draft, we identify immediate changes as athletes start their professional careers. Results indicate examining multiple factors in the same model is essential for understanding the role each plays in building athlete brands. The league and team represent master brands into which an athlete brand is integrated, and consequently athlete brands are provided with benefits from these new brand relationships. Results further demonstrate network effects, highlighting the importance of possessing a strong brand before a high-profile event.
    Citation
    Su, Yiran & Baker, Bradley & Doyle, Jason & Kunkel, Thilo. (2020). The Rise of an Athlete Brand: Factors Influencing the Social Media Following of Athletes. Sport Marketing Quarterly. 29. 33-46. 10.32731/SMQ.291.302020.03.
    Citation to related work
    Fitness Information Technology
    Has part
    Sport Marketing Quarterly, Vol. 29
    ADA compliance
    For Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
    ae974a485f413a2113503eed53cd6c53
    http://dx.doi.org/10.34944/dspace/7092
    Scopus Count
    Collections
    Faculty/ Researcher Works

    entitlement

     
    DSpace software (copyright © 2002 - 2022)  DuraSpace
    Temple University Libraries | 1900 N. 13th Street | Philadelphia, PA 19122
    (215) 204-8212 | scholarshare@temple.edu
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.