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
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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
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