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A hole in one (hundred forty characters) : a case study examining PGA Tour Golfers' Twitter use during the Masters / Kevin Hull.

Av: Materialtyp: TextSerie: Utgivningsuppgift: London : Human Kinetics, Inc., 2014Beskrivning: 1 online resourceInnehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781526437723 (ebook) :
Ämnen: DDK-klassifikation:
  • 070.449796
Onlineresurser: This case study explored how professional golfers participating in the Masters tournament used Twitter during the week of the event. Basing the research in self-presentation theory, the author conducted a content analysis of 895 tweets by 39 golfers. The results suggest that athletes are using Twitter to give fans both a front-stage and a backstage glimpse into their lives, with engaging with fans (front stage) being the most prominent. By balancing between front stage and backstage, the athletes are able to give fans a more intimate view of their life, while also maintaining a public persona that can please sponsors. Limitations and directions for future research are also discussed.
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Originally published in Hull, K. (2014). A hole in one (hundred forty characters): A case study examining PGA Tour Golfers' Twitter use during the Masters. International Journal of Sport Communication, 7(2), 245-260. DOI:.

Includes bibliographical references and index.

This case study explored how professional golfers participating in the Masters tournament used Twitter during the week of the event. Basing the research in self-presentation theory, the author conducted a content analysis of 895 tweets by 39 golfers. The results suggest that athletes are using Twitter to give fans both a front-stage and a backstage glimpse into their lives, with engaging with fans (front stage) being the most prominent. By balancing between front stage and backstage, the athletes are able to give fans a more intimate view of their life, while also maintaining a public persona that can please sponsors. Limitations and directions for future research are also discussed.

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