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Journal of Promotional Communications

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Published

2020-07-15

Issue

Vol. 8 No. 1 (2020)

Section

Articles

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Policy for Journals That Offer Open Access


Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Drivers of Trust Within the Athlete-Online Coach Relationship

Simon Prentice

Fiona Cownie

Abstract

Online coaching is increasingly being used by athletes to supplementtheir training. This study explores the nature of trust within the relationshipbetween athlete and online coach, focusing on the contexts of OlympicWeightlifting, Powerlifting, and Crossfit within the United Kingdom. Thestudy uses semi-structured interviews with 12 participants comprisingathletes and coaches in order to analyse the drivers of trust andtrustworthiness within athlete/coach online relationships. A new definitionof online coaching is offered. Factors affecting an online coach’sperceived trustworthiness amongst athletes include proof of concept andsocial media marketing. Additional factors which influence the ongoingtrust an athlete has in their online coach include frequent communication,personal connection and shared sporting values. The study offers anemergent conceptual framework as a synopsis of its findings.