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dc.contributor.authorSu, Yiran
dc.contributor.authorBaker, Bradley J
dc.contributor.authorDoyle, Jason P
dc.contributor.authorYan, Meimei
dc.date.accessioned2020-12-16T05:49:41Z
dc.date.available2020-12-16T05:49:41Z
dc.date.issued2020
dc.identifier.issn1936-3915
dc.identifier.doi10.1123/ijsc.2020-0238
dc.identifier.urihttp://hdl.handle.net/10072/400290
dc.description.abstractWith nearly all sport across the world paused due to the coronavirus, athletes have demonstrated their creativity during quarantine by experimenting with new training routines, at-home entertainment options, and new social media platforms to connect with fans. The absence of original sport-related content due to constraints on social gatherings has posed challenges for athletes to maintain fan relationships. Against this background, TikTok has gained prominence as the latest digital apparatus for fan engagement. Athlete-generated TikTok videos have been widely reported on by news outlets. Examples include Lebron James’ choreographed dances with his family and numerous Women's National Basketball Association players joining the #DontRushChallenge (Women’s National Basketball Association, 2020). While scholars have assessed athletes’ use of established social media platforms such as Twitter, Facebook, Instagram, and, more recently, Snapchat, little is known about the utility of TikTok as a strategic communication tool. In light of the increasing popularity TikTok has gained amid COVID-19, the present commentary explores athletes’ use of TikTok as a communication platform during this pandemic with the intention of reflecting the changing nature of sport communication and branding in this challenging time.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherHuman Kinetics
dc.relation.ispartofpagefrom436
dc.relation.ispartofpageto446
dc.relation.ispartofissue3
dc.relation.ispartofjournalInternational Journal of Sport Communication
dc.relation.ispartofvolume13
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchcode3504
dc.subject.keywordsSocial Sciences
dc.subject.keywordsathlete branding
dc.subject.keywordsCOVID-19
dc.subject.keywordssocial media
dc.titleFan Engagement in 15 Seconds: Athletes' Relationship Marketing During a Pandemic via TikTok
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationSu, Y; Baker, BJ; Doyle, JP; Yan, M, Fan Engagement in 15 Seconds: Athletes' Relationship Marketing During a Pandemic via TikTok, International Journal of Sport Communication, 2020, 13 (3), pp. 436-446
dc.date.updated2020-12-16T05:48:32Z
gro.hasfulltextNo Full Text
gro.griffith.authorDoyle, Jason P.


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