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Full-Text Articles in Mass Communication
'Golden Spike': Examining Atlanta United Fc Communications During The Launch Of The Team, Maria Tsyruleva
'Golden Spike': Examining Atlanta United Fc Communications During The Launch Of The Team, Maria Tsyruleva
USF Tampa Graduate Theses and Dissertations
Atlanta United FC is a unique example of a U.S. soccer club that had set a record in the number of season tickets sold even before the team played its first game in Major League Soccer (MLS). This research constitutes a thematic analysis of the press releases created by Atlanta United during the period between the launch of the club in April 2014 through its first official game in MLS in March 2017, examining what communication strategies Atlanta United adopted as well as what brand attributes the team communicated to its audience, and how the organization did that.
The study …
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 …