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Relationship Management Communications By Nhl Teams On Twitter, Kelsey M. Baker
Relationship Management Communications By Nhl Teams On Twitter, Kelsey M. Baker
USF Tampa Graduate Theses and Dissertations
The sports industry is massive, bolstered by its relationship with media. A recent development in the sport industry is the advent of social media, which offers the potential for two-way communication between sports organizations and their relevant stakeholders. Relationship management theory helps cultivate an understanding of social media as a vehicle for value creation for an organization and its stakeholders. This thesis is a content analysis of relationship communications strategies on Twitter using the accounts of five National Hockey League teams.
This study builds upon existing literature by identifying stakeholder groups targeted on Twitter by NHL teams, defining subcategories in …