Fans’ Perceptions of Professional Tennis Events’ Social Media Presence: Interaction, Insight, and Brand Anthropomorphism

This article aims to develop a better understanding of how sport fans perceive events’ social media presence. An online qualitative survey was conducted with sport fans (n = 105) of four professional tennis events (Australian Open, Roland Garros, Wimbledon, and U.S. Open). Findings suggest that fans...

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Bibliographic Details
Published in:Communication and sport 2017-10, Vol.5 (5), p.579-603
Main Authors: Thompson, Ashleigh-Jane, Martin, Andrew J., Gee, Sarah, Geurin, Andrea N.
Format: Article
Language:English
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