Doctoral Candidate 2 (DC 2) Name: Maria Delgado
Email Address: [email protected]
Personal Information: Maria Fernanda Delgado, or Mariffer, has a decade of experience in the sports industry having done volunteering in four Olympic Games. She is a marketing major and holds two master’s degrees from the International Olympic Academy and Seoul National University in sports and events management.
She has worked in social media and digital marketing for Panam Sports and the Mexican Football Federation, covering major sports events such as the Lima 2019 Pan American Games, the Cali-Valle 2021 Junior Pan American Games and the Russia 2018 and Qatar 2022 FIFA World Cup.
Her areas of studies include Olympism as a brand, Olympic bidding procedures, Rule 50 and athletes’ freedom of expression, among others. She is a co-author to a basic guide to international sports administrators book with the International Sport Strategy Foundation in Seoul, Republic of Korea.
Home University: JGU
Planned Secondments:
(1) Host University: NSSS
(2) Industrial Partner: IBU
Supervisors: Prof Dr Holger Preuß, JGU; Prof Dr Chris Horbel, NSSS
Project Description: The project will analyse which strategies that selected athletes, federations and other stakeholders use to communicate on social media after a crisis has been caused by an ethical misbehaviour (e.g., suspected doping, corruption, racism, discrimination etc.). Based on their statements on social media, it will be analysed which communication strategy (e.g., apologizing, justification, etc.) triggers which reactions among the followers. From both, the communication of the misbehaviour and the reactions of the fans, a model depicting certain behaviours and typical reactions is derived.