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Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

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References

2010Netnography: Doing Ethnographic Research Online1,983 cited
2009Netnography: Doing Ethnographic Research Online1,566 cited
2006Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities1,144 cited
2015Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram342 cited
2010Look Who’s Talking—Athletes on Twitter: A Case Study314 cited
2017Elite Female Athletes’ Perceptions of New Media Use Relating to Their Careers: A Qualitative Analysis147 cited
2016Being True to Oneself: Investigating Celebrity Brand Authenticity145 cited
2020Sport Brands: Brand Relationships and Consumer Behavior120 cited
2019The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes68 cited

Cited by

2021The TikTok effect on destination development: Famous overnight, now what?132 cited
2022Teachers of TikTok: Glimpses and gestures in the performance of professional identity72 cited
2020To be or not to be: negotiating leisure constraints with technology and data analytics amid the COVID-19 pandemic52 cited
2023Women’s football subculture of misogyny: the escalation to online gender-based violence21 cited
2021A NEW DIGITAL MARKETING AREA FOR E-COMMERCE BUSINESS

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19 cited

2024Communicating via gold medal: Chinese Olympic athletes’ visual self-presentation on the social media platform Douyin15 cited

2021Sport Consumption Intentions during a Crisis: The COVID-19 Pandemic14 cited

2022For You? Using TikTok® to Teach Key Content13 cited

2024Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern12 cited

2025Sport fans’ curiosity and impulsive buying: mediation of social media use intensity12 cited

2021TikTok w kontekście wspólnoty - relacje i reakcje użytkowników aplikacji w czasie pandemii9 cited

2023TikTok: New Media, Old Propaganda—State of the Art and Possibilities for Political Communication8 cited

2023Transformation and communication in sports events in the context of COVID-197 cited

2025Following the Trace in Fashion: From Zhivago Look to Slavic Core1 cited