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dc.contributor.advisorFrisby, Cynthiaeng
dc.contributor.authorPrather, Davideng
dc.date.issued2018eng
dc.date.submitted2018 Springeng
dc.description.abstractSocial media has changed the way that organizations communicate with consumers and potential consumers. In the professional sports industry, teams use social media as a way to engage with their fans, posting a range of different types of content. The ways that professional sports teams use social media for branding purposes has been studied in a limited fashion. This study addresses that gap, analyzing the use of Twitter by the Los Angeles Lakers - focusing on the brand attributes the team uses in their tweets (both product-related and non-product-related) and their relation to Twitter?s key engagement features (retweets, favorites, replies). The results build on current knowledge of social media-based brand management in professional sports, while also offering significant insights for practitioners on how the utilization of particular brand attributes can lead to better engagement with fans of the team.eng
dc.identifier.urihttps://hdl.handle.net/10355/66275
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsOpenAccess.eng
dc.titleHow NBA teams use twitter as a brand management tooleng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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