The use of Parasocial Interaction and Brand Equity Development through Twitter in professional cricket: A Case study of the 2013/14 Ashes Series.
Cardiff Metropolitan University
MetadataShow full item record
Objective: The purpose of this study was to quantitatively investigate the role played by the social media website, Twitter, in aiding professional cricketers to build Parasocial relationships with their fans, while enhancing their personal brand as a business commodity. Desgin and Method: The tweets of six international cricketers were collected throughout the 2013/2014 Ashes Test Match Series. The data was collected and categorised into one of six categories dependent on the tweet genre, before the data was further analysed. Results and Conclusions: The findings of this study highlighted the use of twitter for parasocial interaction between international cricketers and their fan bases. The study also produced findings indicating that international cricketers fail to capitalise on the potential that Twitter possesses as a marketing tool, with results denoting rare uses of the social media site to increase personal brand equity. Increased Twitter activity, expressing both parasocial interaction and an apparent effort to develop personal brand equity are indicative of individuals who possess the largest volume of Twitter followers; concluding that there can a correlation established between the volume of Twiter followers, and the volume of Tweets posted, in International cricket.
DEGREE OF BACHELOR OF SCIENCE (HONOURS) SPORT MANAGEMENT
Showing items related by title, author, subject and abstract.
Twitter Strategies for Web-Based Surveying: Descriptive Analysis From the International Concussion Study Hendriks, S.; Duking, P.; Mellalieu, Stephen D. (JMIR Publications, 2016-09-01)BACKGROUND: Social media provides researchers with an efficient means to reach and engage with a large and diverse audience. Twitter allows for the virtual social interaction among a network of users that enables researchers ...
To explore how national governing bodies engage sports fans through the medium of twitter during a major global sporting event: A case study of southern hemisphere teams during the 2015 Rugby World Cup Littlefield, Harry (Cardiff Metropolitan University, 2016-03-10)In this study the author investigates the official twitter feeds of three southern hemisphere international rugby union teams and the NGBs that control them for pre during and post tournament dynamic. The study focused on ...
Langford, Emma (2013)This paper explores the use of the social networking site Twitter, by ten primary schools in England and Wales. More specifically, this multiple case study takes a quantitative approach in assessing how schools are ...