Relationship Promotion by Professional Athletes on Twitter (6/7)

This study took a closer look at how professional athletes engaged through the use of social media, especially Twitter. It explored who the athletes engaged with and what sort of content the athlete provided to better understand why the athlete engaged with specific types of content. It also looked to examine if the relationship building was promoted parasocial or social relationships. Athlete engagement could be purely to build an image or brand, or adversely could be to form relationships and engage with their social communities or could even be a bit of both. How athletes use social media can be both strategic and genuine.

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