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Understanding How The Southeastern Conference Football Teams Use Twitter Through A Content Analysis, Kristin Elise Pearson
Understanding How The Southeastern Conference Football Teams Use Twitter Through A Content Analysis, Kristin Elise Pearson
Graduate Theses and Dissertations
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 …