자료유형  

 학위논문

Control Number  

0016934180

International Standard Book Number  

9798380148801

Dewey Decimal Classification Number  

796

Main Entry-Personal Name  

Bredikhina, Nataliya.

Publication, Distribution, etc. (Imprint  

[S.l.] : Temple University., 2023

Publication, Distribution, etc. (Imprint  

Ann Arbor : ProQuest Dissertations & Theses, 2023

Physical Description  

1 online resource(241 p.)

General Note  

Source: Dissertations Abstracts International, Volume: 85-02, Section: A.

General Note  

Advisor: Kunkel, Thilo.

Dissertation Note  

Thesis (Ph.D.)--Temple University, 2023.

Restrictions on Access Note  

This item must not be sold to any third party vendors.

Summary, Etc.  

요약This 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.

Subject Added Entry-Topical Term  

Sports management.

Index Term-Uncontrolled  

Athlete management

Index Term-Uncontrolled  

Brand authenticity

Index Term-Uncontrolled  

Personal brand

Index Term-Uncontrolled  

Self-presentation

Index Term-Uncontrolled  

Social media

Index Term-Uncontrolled  

Decision-making

Added Entry-Corporate Name  

Temple University Tourism and Sport

Host Item Entry  

Dissertations Abstracts International. 85-02A.

Host Item Entry  

Dissertation Abstract International

Electronic Location and Access  

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Control Number  

joongbu:641535