Blending Fairways and Feeds: Co-Creating Brand Meaning in the TMRW Golf League

This study examines the role of brand-meaning co-creation in the development of the TMRW Golf League, exploring the discrete role played by new media content creators in framing and communicating the league brand. Through a netnographic analysis of league and stakeholder social media content during the league's creation and staging of its first season, drawing on structural topic modelling and qualitative content analysis, the study investigates actor performativity in brand co-creation. The study's findings highlight the role played by external actors in legitimating and framing the league's novelty, appeal, and competition. The study's findings provide new insight into extended reality gamification and brand-meaning co-creation through new media, and advance performativity theory in branding.