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Athletification: Athletic Identity a...

Su, Yiran.

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Athletification: Athletic Identity as an Aspirational Consumption Signal on Social Media.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Athletification: Athletic Identity as an Aspirational Consumption Signal on Social Media./
Author:	Su, Yiran.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	177 p.
Notes:	Source: Dissertations Abstracts International, Volume: 80-12, Section: A.
Contained By:	Dissertations Abstracts International80-12A.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13863301
ISBN:	9781392186619

Athletification: Athletic Identity as an Aspirational Consumption Signal on Social Media.
Su, Yiran.

Athletification: Athletic Identity as an Aspirational Consumption Signal on Social Media. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 177 p.

Source: Dissertations Abstracts International, Volume: 80-12, Section: A.

Thesis (Ph.D.)--Temple University, 2019.

This item is not available from ProQuest Dissertations & Theses.

This dissertation focuses on the digital presentation of athletification, a process through which non-athletes incorporate an athletic identity into their self-concept. Although many studies have explored consumer behavior driven by team identification and how athletes manage impressions on social media, extant literature has devoted little attention to the symbolic meaning of virtual athletic identity and its impact on consumption from a non-athlete's perspective. Using a multimethod approach, this dissertation is divided into three standalone essays and examines the following in the context of influencer marketing: 1) the use and role of digital athletic identity in building a digital self-brand; 2) the motivation and consequences of constructing a digital identity; and 3) the impact of a digital athletic identity on consumers. This dissertation contributes to the literature by constructing a theoretical foundation for athletification as a self-branding tool on social media and uncovering its influence on consumers' attitudes and behaviors. These studies offer insights for social media influencers and marketers attempting to leverage their impacts on consumers. Findings also provide actionable strategies that could improve the promotional messages presented online.

ISBN: 9781392186619Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Aspirational consumption

Athletification: Athletic Identity as an Aspirational Consumption Signal on Social Media.
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245 1 0 $a Athletification: Athletic Identity as an Aspirational Consumption Signal on Social Media.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 177 p.
500 $a Source: Dissertations Abstracts International, Volume: 80-12, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Kunkel, Thilo.
502 $a Thesis (Ph.D.)--Temple University, 2019.
506 $a This item is not available from ProQuest Dissertations & Theses.
506 $a This item must not be added to any third party search indexes.
506 $a This item must not be sold to any third party vendors.
520 $a This dissertation focuses on the digital presentation of athletification, a process through which non-athletes incorporate an athletic identity into their self-concept. Although many studies have explored consumer behavior driven by team identification and how athletes manage impressions on social media, extant literature has devoted little attention to the symbolic meaning of virtual athletic identity and its impact on consumption from a non-athlete's perspective. Using a multimethod approach, this dissertation is divided into three standalone essays and examines the following in the context of influencer marketing: 1) the use and role of digital athletic identity in building a digital self-brand; 2) the motivation and consequences of constructing a digital identity; and 3) the impact of a digital athletic identity on consumers. This dissertation contributes to the literature by constructing a theoretical foundation for athletification as a self-branding tool on social media and uncovering its influence on consumers' attitudes and behaviors. These studies offer insights for social media influencers and marketers attempting to leverage their impacts on consumers. Findings also provide actionable strategies that could improve the promotional messages presented online.
590 $a School code: 0225.
650 4 $a Marketing. $3 536353
650 4 $a Sports Management. $3 2122869
653 $a Aspirational consumption
653 $a Athletic identity
653 $a Influencer marketing
653 $a Self concept
653 $a Social media
653 $a Symbolic consumption
690 $a 0338
690 $a 0430
710 2 $a Temple University. $b Tourism and Sport. $3 1675243
773 0 $t Dissertations Abstracts International $g 80-12A.
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791 $a Ph.D.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13863301