An examination of athletes' Instagram posts during a major sporting competition

• Main Author: Ho, Yong Ying
• Other Authors: Leng Ho Keat
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/73844
• Institution: Nanyang Technological University

Background: Social media is an uprising avenue for fan engagement. As such, it is necessary that athletes have proper utilisation of their social media accounts to help them build a personal brand. Purpose: This study seeks to examine athlete’s Instagram posts during a major sporting event, and de...