Who is the better player? Off-field battle on Facebook and Twitter

Teresa Tiago, Flávio Tiago, Sandra Dias Faria and João Pedro Couto
Authors registered in the RePEc Author Service: Maria Teresa Pinheiro de Melo Borges Tiago

Business Horizons, 2016, vol. 59, issue 2, 175-183

Abstract: Social media networks have become essential to the modern business world, and are especially vital for sports firms and athletes. Social media networks are new channels for firms to connect with their audience and establish a social customer relationship. For sports firms, athletes play a special role, as they are the firms’ ambassadors and the focus of virtual communities of fans. For most athletes, social media is a powerful tool to take advantage of their time in the spotlight. However, social media has much more potential. This work analyzes the social media profile and content created by six well-known sports figures—Cristiano Ronaldo, Lionel Messi, Tom Brady, Aaron Rodgers, LeBron James, and Kevin Durant—to develop a model (STAR) for social media use. The adoption of this model can enhance fan engagement online and therefore increase athletes’ and firms’ brand value and connectivity with consumers.

Keywords: Social media; Customer Relationship Management; Facebook and Twitter; Fan engagement; Athletes (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:59:y:2016:i:2:p:175-183

DOI: 10.1016/j.bushor.2015.11.003

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