A Game of Presence, Complexity, and Money: An Analysis of Professional Soccer Players’ Twitter Use During the 2014 FIFA World Cup

Open Access
Mavrakis, Konstantinos
Area of Honors:
Letters, Arts, and Sciences (Abington)
Bachelor of Science
Document Type:
Thesis Supervisors:
  • Ross S Brinkert, Thesis Supervisor
  • Lisa Volk Chewning, Honors Advisor
  • Branding
  • Identity
  • Soccer
  • Social Media
  • Twitter
The purpose of this thesis is to examine the use of Twitter by professional soccer players during the 2014 FIFA World Cup in Brazil. Analysis was primarily qualitative and focused on identities portrayed and managed on personal verified Twitter accounts. The purpose of this research was to take an in-depth look at how professional soccer players, who participated in the 2014 FIFA World Cup, managed their Twitter presence during the event. Study findings included the following major points: 1) Sanderson’s (2013) thematic analysis of using grounded theory methodology was shown to be highly applicable; 2) professional soccer player involvement on Twitter provides a notable opportunity to project one or more professional identities; 3) actual and potential use of Twitter involves considerable complexity; and 4) appropriate and effective uses of Twitter likely facilitate financial opportunities while inappropriate and ineffective uses of the medium are a likely financial threat.