03022nam a22005051i 4500 000708610 CaToSAGE 20240202172917.0 20210113164030.7 m|||||o||d|||||||| cr ||||||||||| 201109s2020 enk fob 001 0 eng d NEZPRACOVANÝ IMPORT 9781529759600 (ebook) : No price (OCoLC)1221015860 CaToSAGE eng CaToSAGE rda pn UtOrBLW n us P96.M362 U6 2020 302 Sanderson, Jimmy, author. #Trending in the right direction : a case study analyzing Temple football's #SpringBall18 campaign / Jimmy Sanderson, Sarah Stokowski, Elizabeth Taylor. HashtagTrending in the right direction London : Human Kinetics, Inc., 2020. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business Cases Originally Published InSanderson, J., Stokowski, S., & Taylor, E. (2019). #Trending in the Right Direction: A Case Study Analyzing Temple Football's #SpringBall18. International Journal of Sport Communication, 12(1), 104-127. Includes bibliographical references and index. Social media play a major role in marketing and promotional efforts in intercollegiate athletics, yet student-athletes are rarely included in these campaigns. This case study analyzes a campaign employed by Temple University's football program that departed from this norm. During their 2018 spring game, Temple coaches allowed football players to put their Twitter handles on the backs of their jerseys. Through interviews with athletic department staff members and football student-athletes and analysis of football players' tweets and media framing of this campaign, several positive outcomes emerged. These included how the campaign fostered student-athlete buy-in and generated favorable media coverage for the program. However, analysis also revealed that while many football student-athletes actively used Twitter, they were not fully integrated into the campaign. Implications for including student-athletes' social media content in athletic department marketing, branding, and promotional efforts are discussed. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Temple Owls (Football team) Case studies. Mass media Marketing United States Case studies. Stokowski, Sarah, author. Taylor, Elizabeth, active 2020, author. SAGE Business Cases. SAGE Knowledge https://sk.sagepub.com/cases/trending-right-direction-analyzing-temple-football-springball18 Plný text SBC EB NEPOSILAT EB