High school football recruiting and Twitter followers: An unstable mix for self-branding efforts?

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Abstract

This study examined individual branding efforts of marquee high school football prospects in the United States who had verified Twitter accounts. Specifically, this study investigated if top recruits who delayed public announcements of their college choice impacted their number of Twitter followers before and after they selected a specific school on National Signing Day, compared to recruits who committed early to one university long before National Signing Day. Results showed that recruits who may have attempted to increase their notoriety and Twitter followers by waiting to announce college choice are no more successful in doing so than those who commit to one school early. Further, uncommitted recruits generally did not have more followers than those who had been consistently committed to one school before signing day. Most prospects – regardless if they committed to a college long before or on National Signing Day – gained and did not lose Twitter followers over the entire examine
Original languageEnglish
JournalSport Journal
StatePublished - 2014

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