Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics
This study examines how athletes use social media to shape and promote their personal brand, employing the case of Eileen Gu, a Chinese American skier who won three medals at the 2022 Beijing Olympics on behalf of China. Employing a content analysis methodology, the present research explores the evo...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Translation and Intercultural Communication (TICC)
2024-03-01
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| Series: | Media and Intercultural Communication: A Multidisciplinary Journal |
| Subjects: | |
| Online Access: | https://www.micjournal.org/article_184478_54f043c0660ca132f805a60e80849694.pdf |
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