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Understanding How the Southeastern C...

Pearson, Kristin Elise.

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Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis./
Author:	Pearson, Kristin Elise.
Description:	45 p.
Notes:	Source: Masters Abstracts International, Volume: 55-04.
Contained By:	Masters Abstracts International55-04(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10111441
ISBN:	9781339746500

Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis.
Pearson, Kristin Elise.

Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis. - 45 p.

Source: Masters Abstracts International, Volume: 55-04.

Thesis (M.A.)--University of Arkansas, 2016.

The influence of social media on intercollegiate athletic departments has been prominent in the past few years. With tight budgets, the departments are forced to find different means of marketing and promoting their brand---through embracing social media platforms. Research on social media and intercollegiate athletics is limited; therefore, it is necessary to research how the departments are utilizing social media. With the agenda setting theory as a foundation, this study explores how the 14 SEC football teams are utilizing Twitter. A total of 3,176 tweets were collected from two constructed weeks. Overall, the findings show that the information sharing category, presumably the game scores and highlights sub-category was the most used category by the 14 teams. Results also show that the majority of tweets are published during conference games as compared to non-conference games or non-game days. Additionally, schools that were never ranked at some point during the football playing season were less likely to produce tweets in the information sharing, promotional, diversion, and interactivity categories but more likely to produce tweets in the fanship category.

ISBN: 9781339746500Subjects--Topical Terms:

524709
Communication.

Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis.
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100 1 $a Pearson, Kristin Elise. $3 3194822
245 1 0 $a Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis.
300 $a 45 p.
500 $a Source: Masters Abstracts International, Volume: 55-04.
500 $a Adviser: Jan Wicks.
502 $a Thesis (M.A.)--University of Arkansas, 2016.
520 $a The influence of social media on intercollegiate athletic departments has been prominent in the past few years. With tight budgets, the departments are forced to find different means of marketing and promoting their brand---through embracing social media platforms. Research on social media and intercollegiate athletics is limited; therefore, it is necessary to research how the departments are utilizing social media. With the agenda setting theory as a foundation, this study explores how the 14 SEC football teams are utilizing Twitter. A total of 3,176 tweets were collected from two constructed weeks. Overall, the findings show that the information sharing category, presumably the game scores and highlights sub-category was the most used category by the 14 teams. Results also show that the majority of tweets are published during conference games as compared to non-conference games or non-game days. Additionally, schools that were never ranked at some point during the football playing season were less likely to produce tweets in the information sharing, promotional, diversion, and interactivity categories but more likely to produce tweets in the fanship category.
590 $a School code: 0011.
650 4 $a Communication. $3 524709
650 4 $a Mass communication. $3 2144804
650 4 $a Sports Management. $3 2122869
650 4 $a Web studies. $3 2122754
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710 2 $a University of Arkansas. $b Journalism. $3 2094509
773 0 $t Masters Abstracts International $g 55-04(E).
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792 $a 2016
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