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

Author: Kevin Hull
Publisher: London : Human Kinetics, Inc., 2014.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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)  Read more...
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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Kevin Hull
ISBN: 9781526437723 1526437724
OCLC Number: 1023547257
Notes: 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:.
Description: 1 online resource.
Series Title: SAGE Knowledge., Cases.
Responsibility: Kevin Hull.

Abstract:

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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