An Exploration of Athlete Usage During Major Events
Social Media Usage Among Elite Athletes: An exploration of athlete usage during major events Author Hayes, Michelle Published 2019-11-12 Thesis Type Thesis (PhD Doctorate) School Dept Tourism, Sport & Hot Mgmt DOI https://doi.org/10.25904/1912/3836 Copyright Statement The author owns the copyright in this thesis, unless stated otherwise. Downloaded from http://hdl.handle.net/10072/389666 Griffith Research Online https://research-repository.griffith.edu.au SOCIAL MEDIA USAGE AMONG ELITE ATHLETES: AN EXPLORATION OF ATHLETE USAGE DURING MAJOR EVENTS Michelle Hayes Bachelor of Business (Sport Management), Griffith University Bachelor of Business with Honours (First Class), Griffith University Department of Tourism, Sport and Hotel Management Griffith Business School Griffith University Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy September 2019 I ABSTRACT Social media platforms have proliferated the sport industry. Social media is constantly evolving, with platforms being adopted by many sport stakeholders including sport governing bodies, leagues, teams, sporting events, fans, coaches, managers, and athletes. For athletes, social media have provided new avenues to share personal and professional news, manage their personal image and brand, and develop deeper interactions with fans. However, since the rise of social media, sport stakeholders have debated the extent of athlete social media use at major sport events. The purpose of this research was threefold: (1) to investigate why athletes use social media, the gratifications they receive, and the challenges they experience during a major sport event, (2) explore the elements of social media athletes perceive to be distracting, the practices they undertake to address distractions, and the support they receive from sport organisations, and (3) to examine how national sport organisations manage athlete social media use and their perceptions of social media as a distraction.
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