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Strategies to Mitigate Negative Social Media Communications in Collegiate Athletics Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2020 Strategies to Mitigate Negative Social Media Communications in Collegiate Athletics Jennifer A. Parks Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Communication Commons, and the Sports Management Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Jennifer A. Parks has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Deborah Nattress, Committee Chairperson, Doctor of Business Administration Faculty Dr. Jaime Klein, Committee Member, Doctor of Business Administration Faculty Dr. James Savard, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer and Provost Sue Subocz, Ph.D. Walden University 2020 Abstract Strategies to Mitigate Negative Social Media Communications in Collegiate Athletics by Jennifer A. Parks MBA, Midway University, 2012 BA, University of Kentucky, 1981 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2020 Abstract Harmful social media communications in collegiate athletics are challenging, compelling athletic administrators to implement strategies to mitigate costly damage to the university. Grounded in framing theory, the purpose of this qualitative multiple case study was to explore strategies some collegiate athletic administrators use to mitigate negative social media communications by their student-athletes and coaches that may cause problems resulting in reputational damage to the brand, negative publicity, financial loss, sanctions, and fines for the university or college. Participants were 4 collegiate athletic administrators located in the southeastern United States, who had a social media policy and strategies to successfully mitigate inappropriate social media communications by their student-athletes and coaches. Data were collected from semistructured interviews, policies, and other school documents. Data analysis involved thematic coding and Yin’s 5-step analysis process. The 4 themes that emerged were education, communication, monitoring, and disciplinary actions. A key recommendation is for athletic administrators to recognize the importance of positive framing of the social media policy and strategies to get compliance and understanding from the student- athletes to use social media responsibly to eliminate personal and professional reputational damage to their schools. The implications for positive social change include the potential for athletic administrators to create social media guidelines framed positively to mitigate risks, job, and financial loss, increase reputational branding for student-athletes, and promote adherence to the policy along with social media civility. Strategies to Mitigate Negative Social Media Communications in Collegiate Athletics by Jennifer A. Parks MBA, Midway University, 2012 BA, University of Kentucky, 1981 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2020 Dedication I dedicate this study to my family: my mother, Anna Parks; my baby brother, Marty Parks; my late father, Wallace Parks, Sr.; my late brother, Wallace Parks, Jr.; and all my nieces and nephews. Without my faith and all your love, encouragement, prayers, and support, this chapter in my life would not exist. Mom and Marty, you give me the strength to face another day and anything that comes my way. To my nieces and nephews, you are my sunshine after the rain, the children I never had. Always trust God, have faith, pray, and believe in yourself. Your auntie is validation that you can do anything you set your mind to do. I believe in you; reach for the stars. Dad and brother, there is not a day that goes by that I do not think of you. I miss you so much every single day that you have been gone, but I feel your love and presence with every beat of my broken heart. I know you are smiling down, and that makes me smile with gratitude for the time God gave us. Thank you all for always believing in me and being there through all my challenges and victories, cheering me on. You have helped me to be the person that I am today. I am forever grateful and thankful to have you all in my life and to call you my family. I love you. -Jennifer Acknowledgments First, I give thanks to God Almighty, who is my Savior and the source of my life. Without Him, I would not exist. He gives me hope for the future. I believe I can do all things through Christ who strengthens me (Philippians 4:13). Next, I extend my sincere appreciation and gratitude to my chair, Dr. Nattress, for all the guidance, help, and support she provided during this doctoral journey. Your dedication and commitment to excellence mean the world to me. You constantly inspired and motivated me to strive to improve daily and to complete this study and graduate. I will be forever grateful that God brought you into my life to assist with this endeavor by offering your warmth, knowledge, expertise, and guidance. I could not have asked for a better mentor and support system than what I received in you. Thank you from my whole heart. May God bless you greatly with all that is good. In addition, I would like to thank my 2nd chair, Dr. Jaime Klein; Dr. James Savard; Dr. Morris Bidjerano; Dr. Debra Dean; the Walden faculty and staff; and my colleagues for their help and support. I would be remiss if I failed to thank my family and friends for their love, support, and understanding. I would not be here if it were not for you. You inspire me to continue to reach for the stars, soar like an eagle, and win the day. You all bring out the best in me because you are the best of me. Thank you and God bless you all. Table of Contents List of Tables .......................................................................................................................v List of Figures .................................................................................................................... vi Section 1: Foundation of the Study ......................................................................................1 Background of the Problem ...........................................................................................1 Problem Statement .........................................................................................................2 Purpose Statement ..........................................................................................................3 Nature of the Study ........................................................................................................4 Research Question .........................................................................................................6 Interview Questions .......................................................................................................6 Theoretical Framework ..................................................................................................8 Operational Definitions ..................................................................................................9 Assumptions, Limitations, and Delimitations ..............................................................10 Assumptions .......................................................................................................... 10 Limitations ............................................................................................................ 11 Delimitations ......................................................................................................... 11 Significance of the Study .............................................................................................12 Contribution to Business Practice ......................................................................... 12 Implications for Social Change ............................................................................. 12 A Review of the Professional and Academic Literature ..............................................13 Framing Theory .................................................................................................... 15 Related Theories ................................................................................................... 20 i Competitive Theories ............................................................................................ 23 Social Media Communications ............................................................................. 25 Social Media Platforms ......................................................................................... 26 Social Media Communications in Sports .............................................................. 28 Benefits of Social Media Communications in Athletics ....................................... 30 Negative Social Media Communications in Athletics .........................................
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