The Impacts of Twitter Transgressions on an Athlete's Brand

Document Type

Article

Publication Date

Fall 2016

Department

School of Business

Abstract

This research studied how athletes’ Twitter usage impact’s fan attitudes toward their brand. Specifically, attitudes toward one’s favorite athlete when the athlete tweeted a negative (highly offensive) message (i.e. a Twitter transgression) and when the athlete tweeted a positive (highly inspirational) message were analyzed. Results indicated that attitudes toward the athlete after tweeting a negative message (n = 122) were significantly more negative (M = 6.76) than after tweeting a positive message (n = 142 M= 21.04). Discussion focuses around how an athlete’s brand awareness may be impacted by a Twitter transgression and areas for future research are presented.

First Page

1

Last Page

8

Volume

14

Issue

2

ISSN

24760226

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