This dissertation explores elite athletes’ strategic personal brand management on social media. Social media have become a primary platform for personal branding integrated into athletes’ lives and careers. Yet, the psychological and strategic processes underlying personal brand management have lacked scholarly inquiry as extant research tends to focus on consumer perspectives as opposed to decision-making, negotiations, and strategies from the point of view of branded individuals. This has hindered the understanding of how personal branding is managed as a unique type of self-enterprising activity. In this dissertation, I employ a multi-study approach to address three issues pertaining to athletes’ personal brand management on social media, namely: 1) experience of fit in pursuit of personal brand monetization, 2) negotiation of authenticity in self-presentation, and 3) joint effects of brand fit, athlete brand authenticity, and self-disclosure tactics in athlete corporate social responsibility (AxCSR) promotional content. Theoretically, the dissertation advances a view of how athletes, as public personas, manage their personal brands on the verge between their personal concerns and identities, commercial demands, and expectations stemming from sports industry stakeholders. Practically, it delivers insights to athletes, their managers, and sponsors on how to optimize athletes’ personal branding experiences and business outcomes. / Tourism and Sport
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/8949 |
| Date | 08 1900 |
| Creators | Bredikhina, Nataliya, 0000-0001-7097-4327 |
| Contributors | Kunkel, Thilo, Baker, Bradley, Funk, Daniel C. (Daniel Carl), 1964-, Taylor, Elizabeth A., Kennedy, Heather |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 240 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/8913, Theses and Dissertations |
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