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Social Media Branding Practices Util...

Horsley, Charles T.

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Social Media Branding Practices Utilized by Indiana University of Pennsylvania and University of Taipei's Baseball Teams.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social Media Branding Practices Utilized by Indiana University of Pennsylvania and University of Taipei's Baseball Teams./
Author:	Horsley, Charles T.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	87 p.
Notes:	Source: Masters Abstracts International, Volume: 81-10.
Contained By:	Masters Abstracts International81-10.
Subject:	Sports management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27832565
ISBN:	9798641841922

Social Media Branding Practices Utilized by Indiana University of Pennsylvania and University of Taipei's Baseball Teams.
Horsley, Charles T.

Social Media Branding Practices Utilized by Indiana University of Pennsylvania and University of Taipei's Baseball Teams. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 87 p.

Source: Masters Abstracts International, Volume: 81-10.

Thesis (M.S.)--Indiana University of Pennsylvania, 2020.

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

Branding is a technique that marketers use to increase interest for their product. Everyone has witnessed branding change with the improvements to technology (Martin, Stewart, & Matta, 2005).The purpose of the study was to analyze the social media habits of undergraduate and graduate students who follow the baseball teams of Indiana University of Pennsylvania and the University of Taipei. This study utilized the questionnaire first used by Dr. Watkins of Virginia Polytechnic Institute and State University. This questionnaire was designed to measure participants' social media preferences, brand relationship, brand loyalty, and brand equity they share with their team. The three social media applications this questionnaire analyzed were Facebook, Twitter, and Instagram. The questionnaire must be appropriately changed for the study (Watkins, 2014). Every organization needs to create a brand. It does not if you are branding for the Texas Aggies or for the Toledo Rockets. Athletic departments must take the time to create a recognizable brand. If a team builds a prominent identity through their brand, then their fan base will grow. A team's goal is for fans to associate their brand in a positive manner. As an example, the Pittsburgh Pirates brand themselves as a team that families can go see play (Bennett, 2017).

ISBN: 9798641841922Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Baseball

Social Media Branding Practices Utilized by Indiana University of Pennsylvania and University of Taipei's Baseball Teams.
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