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Abstract

Twitter continues to make significant inroads into sport management, marketing, and communication processes. The usage of Twitter has garnered significant attention in motorsports, with NASCAR's Brad Keselowski receiving considerable attention for Tweeting during the 2012 Daytona 500. Twitter has been studied as a tool through which athletes can communicate directly with fans (Frederick, Lim, Clavio, Pedersen, & Burch, 2013), as well as an appropriate tool for marketing engagement (Schoenstedt & Reau, 2013). This study addresses a vacancy in the existing sport Twitter literature by examining Twitter usage among IndyCar series drivers through qualitative interviews. Drivers were asked a series of questions relating to their Twitter usage, and the responses were analyzed through first cycle and second cycle coding (Saldana, 2009). Several themes for Twitter usage emerged, including foci of authenticity, personal branding, promoted surveillance, and social extension. These findings were then discussed within the context of existing literature on Twitter and sport, and recommendations were made for future study.

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