Marla Royne Stafford (Hospitality) recently coauthored an article that appeared in the Journal of Current Issues & Research in Advertising. It highlights the importance of linguistics in examining the effectiveness of celebrities’ social media content, particularly that of Olympic athletes. The authors collected and assessed tweets from Olympians who represented the United States in the 2016
Summer Olympic Games to better understand how tweets containing words related to authenticity and clout affect consumers’ interactions with celebrities.
