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Keywords: Multimodal discourse analysis
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–21.
Published: 05 February 2026
...Yuan Deng; Shubo Liu Purpose This study attempts to explore the strategies of fitness discourse. Design/methodology/approach It employs a multimodal discourse analysis approach to examine the communication strategies of influencers who own personal brands on new media platforms and their short...
Includes: Supplementary data
