Business Commons^™

Sport, Twitter Hashtags And The Public Sphere, Brendan O'Hallarn

Human Movement Sciences & Special Education Theses & Dissertations

Sport and social media researchers have been challenged to go beyond simply analyzing the content of public social media posts, and to incorporate different critical frameworks to seek more meaningful findings about these relatively new online phenomena. This three-paper format dissertation attempts to frame interactions through sport-themed Twitter hashtags sociologically by incorporating a critical theory rarely deployed in the study of sport—the public sphere. In paper one, the study introduces a theoretical model which suggests sport consumption patterns and the unique architecture of Twitter can promote public sphere-like discourse in hashtags connected to sport. The model suggests amplifiers and barriers …

What 100,000 Tweets About The Volkswagen Scandal Tell Us About Angry Customers, Vanitha Swaminathan, Suyun Mah

Research Collection Lee Kong Chian School Of Business

In September 2015 the Environmental Protection Agency found that many Volkswagen cars sold in the United States were equipped with software that could falsely improve the performance of diesel engines on emissions tests. This cheating was subsequently acknowledged by the car maker.Among the many issues at stake for the company was one of public perception. Anecdotal evidence at the time of the incident suggested irreparable harm to the Volkswagen brand. So could Volkswagen recover in the short term in this regard? And, the broader question, how can you measure brand perception in times of scandal, particularly in an era where …

It's All About Me: How Self-Brand Connection And Social Media Interactivity Influence Purchase Intent, Shannon Taylor Mccarthy

Graduate Theses and Dissertations

Social media is ubiquitous and allows consumers to display identity by through possessions through posts, images, and interactions. The self is all the individual calls their own and is expressed outwardly through everything visible, including possessions, relationships, and interactions. They tell their story through the display of envy-inducing artifacts, and create a perfect, photoshopped life. Consumers seek a connection to positively viewed brands they feel are self-representative through interaction. This dissertation seeks to better understand consumer rationale for and gratification from online brand engagement and how that, in turn, impacts the brand. Three studies examined the effects of self-brand connection, …

Social Media Information And Analyst Forecasts, Mahfuja Malik, Rajib Hasan, Abu S. Amin

WCBT Faculty Publications

In the past decade, social networking has changed the landscape of information dissemination. The rapid diffusion of social media services such as Facebook and Twitter is unprecedented and offers immense possibilities for corporations to communicate with, and engage core stakeholders in, various business decisions. In this study, we investigate whether social media play any role as a source of information for financial analysts. We specifically focus on information revealed on the official Facebook pages of S&P 500 firms. We define information content on a Facebook page as the total number of posts by the corporations and the comments, likes and …

Why We Follow: Exploring How Culture Shapes Users’ Motivation For Following Sport Organizations On Twitter And Weibo, Bo Li

Graduate Theses and Dissertations

The purpose of this dissertation was to explore how culture shapes Social media users’ usage as they follow sport organizations on two similar microblogging services - Twitter and Weibo. In particular, the study attempted to measure whether Social media users exhibited different usage pattern, points of attachment, and usage motivations within two different cultural environments known as individualism and collectivism.

The Los Angeles Lakers’ Social media followers were selected and invited to participant in this study. There were 839 the Lakers’ Weibo followers and 334 Twitter followers who completed an online survey facilitated on Qualtrics. The results of Multivariate analysis …

Gendered Self-Presentation On Social Media: A Content Analysis Of Tweets From Unlv Men's And Women's Athletic Teams, Alexandra Nicole White

UNLV Theses, Dissertations, Professional Papers, and Capstones

ABSTRACT

This thesis examines how sports teams vary by means of self-presentation on a social media

platform in relation to gender and sport. Building on Erving Goffman’s (1959) constructs of selfpresentation

and operationalizing impression management strategies, this study content analyzed

seven UNLV teams’ Tweets. The analysis spanned from August 2015 to October 2015. Every

Tweet posted, during these three months, from the seven different sporting teams was coded to

compare and contrast the men's teams accounts with the women’s teams accounts, as well as one

account that combines the men’s and women’s team on one Twitter page. The study found …

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 …