Understanding Professional Athletes’ Use of Twitter (4/10)

This study examines professional athletes’ use of Twitter to communicate with fans and other athletes. Using content analysis, the authors placed 1,692 Tweets by athletes into one of six categories: interactivity, diversion, information sharing, content, promotional, and fanship. They found that athletes used Twitter to communicate directly with followers, the “interactivity” category had the most tweets, and those with the most followers had more interactivity tweets.

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