Sports Communication on Social Media and Audience Reactions

This book examines the social media communication of Czech athletes, with a focus on the commercialization of their content. It analyzes the topic from two perspectives: the athletes who share their messages and the fans who receive them, both as sports content and commercial promotion. While resear...

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Bibliographic Details
Main Author: Turková, Kateřina
Format: eBook
Language: Czech
Published: Karolinum 2025
Edition: 1. elektronické vydání
Subjects:
Žurnalistika a komunikace
ISBN: 978-80-246-5966-4
978-80-246-5967-1
Physical Description: 1 online zdroj (228 stran)

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Summary: This book examines the social media communication of Czech athletes, with a focus on the commercialization of their content. It analyzes the topic from two perspectives: the athletes who share their messages and the fans who receive them, both as sports content and commercial promotion. While research on athletes' social media communication exists in other countries, similar studies have not yet been conducted in the Czech Republic. This study combines a year-long content analysis of selected athletes' Facebook pages with interviews with athletes and their representatives, offering a comprehensive look at the phenomenon. The book is intended for experts and the general public interested in sports communication, social media, and marketing.
ISBN: 978-80-246-5966-4
978-80-246-5967-1

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