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Usage of Social Media by Sport Organ...

Newnes, Shannon.

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Usage of Social Media by Sport Organizations: A Case of U.S. Men's and Women's National Soccer Teams.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Usage of Social Media by Sport Organizations: A Case of U.S. Men's and Women's National Soccer Teams./
Author:	Newnes, Shannon.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	58 p.
Notes:	Source: Masters Abstracts International, Volume: 81-06.
Contained By:	Masters Abstracts International81-06.
Subject:	Sports management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27603077
ISBN:	9781687977458

Usage of Social Media by Sport Organizations: A Case of U.S. Men's and Women's National Soccer Teams.
Newnes, Shannon.

Usage of Social Media by Sport Organizations: A Case of U.S. Men's and Women's National Soccer Teams. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 58 p.

Source: Masters Abstracts International, Volume: 81-06.

Thesis (M.A.E.)--The University of Akron, 2019.

This item must not be sold to any third party vendors.

Despite the unprecedented progress made during the last century in women's sport, there are clear patterns of how women's sports are portrayed by media. One pattern is women's sports are seriously underrepresented by media compared to their male counterparts. Another pattern identified is that women's sports are more sexualized by main stream media. Broadly speaking, this study is interested in seeing if these patterns exist through social media by looking at both male (U.S. men's national soccer team) and female (U.S. women's national soccer team) sport organizations' official twitter accounts. This study is particularly interesting in that the United States women's team has enjoyed much more success in the last few decades; they have won multiple tournaments to include the World Cup and the Olympics. The United States men's team, however, has enjoyed less success but, seemingly is able to get more media coverage than the women's team does. Accordingly, the purpose of this study is, first, to examine the types of contents that are generated by U.S. men's and women's national soccer teams in the context of relationship marketing. Secondly, this study is to investigate if there is any difference in the contents between two teams. The results of this study showed unique aspects of using twitter accounts to develop relationships with fanbases. Further discussion was made as well.

ISBN: 9781687977458Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Sports

Usage of Social Media by Sport Organizations: A Case of U.S. Men's and Women's National Soccer Teams.
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520 $a Despite the unprecedented progress made during the last century in women's sport, there are clear patterns of how women's sports are portrayed by media. One pattern is women's sports are seriously underrepresented by media compared to their male counterparts. Another pattern identified is that women's sports are more sexualized by main stream media. Broadly speaking, this study is interested in seeing if these patterns exist through social media by looking at both male (U.S. men's national soccer team) and female (U.S. women's national soccer team) sport organizations' official twitter accounts. This study is particularly interesting in that the United States women's team has enjoyed much more success in the last few decades; they have won multiple tournaments to include the World Cup and the Olympics. The United States men's team, however, has enjoyed less success but, seemingly is able to get more media coverage than the women's team does. Accordingly, the purpose of this study is, first, to examine the types of contents that are generated by U.S. men's and women's national soccer teams in the context of relationship marketing. Secondly, this study is to investigate if there is any difference in the contents between two teams. The results of this study showed unique aspects of using twitter accounts to develop relationships with fanbases. Further discussion was made as well.
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