Syracuse

Social media engagement as a metric for ranking U.S. Olympic athletes as brand endorsers / Natasha T. Brison & Andrea N. Geurin

Brison, Natasha T. | Geurin, Andrea N.

Athletes often use social media to help build their personal brand, communicate with stakeholders, and promote endorsements. The purpose of this study was to examine Olympic athletes’ follower engagement on social media with a focus on brand mentions and disclosures of the relationships. The analysis is based on the content of 190  U.S. Olympic athletes’ tweets during the 2018 PyeongChang Games.

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