Purpose The purpose of this study is threefold. First, human brands are conceptualized and
the distinction between them and personal brands is established. Second, human-brand …

ABSTRACT Research Question: The current study examined the role of signalling and
source credibility on athlete-related social media content. We examined the effect of three …

This research contributes to our understanding of the name, image, and likeness (NIL) value
of student-athletes' social media profiles. In Study 1, we scraped data from the Twitter (N f …

While previous research focused on social media and student-athletes, there is a lack of
knowledge about positive functions of social media use for student-athletes, especially …

This study conducts a scoping review of the literature on athlete social media self-
presentation (ASMSP), aiming to map the current state of research, identify gaps, and …

After a period of silence (Agyemang et al., 2010), recent years have seen an increase in
Black athletes addressing social and political issues. However, most scholarly inquiry and …

Athletes have actively utilized social media for brand management and fan engagement. In
this study, we investigated how athletes communicate both sport and non-sport brand …

Whilst the use of sport celebrities in marketing strategies is growing in popularity it is not
without risk. The increasing reliance on scandal by the news media to capture audience …

Purpose Human brands in the music industry use self-presentation tactics on social media to
manage audience impressions. This practice has led to many posts asking followers to …

The purpose of this study is to identify the characteristics of athletes' personal brands on
social networking sites, with Instagram being the focus of attention. This study is of the …