Essays about: "Jean-Paul Mathieu"

Found 1 essay containing the words Jean-Paul Mathieu.

  1. 1. Users motivational drives to engage with athletes on social media

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Jean-Paul Mathieu; Victor Videgren; Alexander Jost Auf Der Stroth; [2018]
    Keywords : Athlete branding; Social media; Uses and Gratification theory; Motivation; Engagement; Marketing; Grounded theory;

    Abstract : Title: Users motivational drives to engage with athletes on social media Authors: Victor Videgren, Alexander Jost Auf Der Stroth, Jean-Paul Mathieu Supervisor: Viktor Magnusson Examiner: Åsa Devine Background: With social media becoming a more and more prominent tool of communication within sports marketing, athletes stand to gain much by implementing it in their branding and marketing efforts. However, existing literature on the matter inclined that further research in which the perspective of the user was taken, thus advancing the understanding of user engagement motivation toward these athletes on social media networks. READ MORE