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Abstract

Responses from 401 IndyCar fans were analyzed qualitatively to determine the characteristics fans wished to see in the Twitter activity of IndyCar drivers. A coding scheme was developed in line with Merriam (2009) and applied to respondents’ feedback. Results revealed five traits respondents wanted to see from IndyCar drivers’ engagement with Twitter: interaction, the common man, relevant racing information, honest authenticity, and personality. These results are then discussed in relation to previous research on social media and Indycar drivers’ perception of fan expectations (Clavio, Walsh, & Vooris, 2013).

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