Author ORCID Identifier

https://orcid.org/0000-0002-2774-7804

Semester

Fall

Date of Graduation

2024

Document Type

Dissertation

Degree Type

PhD

College

College of Applied Human Sciences

Department

Sport and Exercise Psychology

Committee Chair

Samuel Zizzi

Committee Member

Lisa Platt

Committee Member

Jake Follmer

Committee Member

Adam Zundell

Abstract

In recent years, Certified Mental Performance Consultants (CMPCs) have increased their footprint in social media to connect with those that seek sport psychology services (Cotterill & Symes, 2014). The aim of this study was to identify what social media platforms are most used among CMPCs and what persuasive elements are used to draw in potential clients. All active CMPCs from 1992 to 2023 were examined to determine the most popular social media platforms used, followed by an analysis of 219 CMPCs based on their ownership of a LinkedIn account and professional website. Results indicated that LinkedIn and the consultants’ custom professional website were the most popular online platforms used. The most common rhetorical strategies used included authority, ethos, and pathos to market the benefits of their consulting services to the public. Lastly, master’s level CMPCs used reciprocity and social proof in greater volume, whereas doctoral level CMPCs leaned more on authority to establish persuasiveness. Future research could explore short video content produced by CMPCs on social media platforms to gain new insights into consumer engagement with sport psychology services.

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