Athletes on Twitter: an investigation of communication patterns during the Olympic Games 2012 in London
- Authors: Siegner, Arne
- Date: 2012
- Subjects: Athletes in mass media , Social media
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:8433 , http://hdl.handle.net/10948/d1020830
- Description: Recent studies have shown an increasing impact of online social networks such as Twitter on sports media. The following study aims to provide insight about communication patterns of athletes during the Olympic Games 2012 in London. Drawing on literature from traditional fields such as social capital (Field 2003), the 'uses and gratifications' approach (Katz, Blumler and Gurevitch 1974), self- presentation (Goffmann 1971) and recent studies about social media in sports (Kassing and Sanderson 2012), a Twitter-analysis of ten athletes was conducted during the Olympic Games 2012 in London. Following a content analysis of 1042 tweets (including 246 pictures), the research findings of this study reveal that athletes predominantly use Twitter as a platform for self- presentation. Furthermore, the analysis showed the possibility for fans to use Twitter in order to overcome the parasocial orbit (Kassing and Sanderson 2012) of virtual space and engage in actual social interaction with athletes. It is concluded that linkages of athletes with various stakeholders and the official framework of social media guidelines by the International Olympic Committee (IOC), result in self- restricting communication patterns of the athletes during the Olympic Games 2012.
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- Date Issued: 2012
Impact of social media on the brand image of a higher education institution
- Authors: Visser, Ilze
- Date: 2012
- Subjects: Branding (Marketing) , Social media
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9292 , http://hdl.handle.net/10948/d1011274 , Branding (Marketing) , Social media
- Description: Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image. The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.
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- Date Issued: 2012