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Full-Text Articles in Sports Management
A Content Analysis Examining The Nfl's Social Media Communications In A Global Market, Lauren Cavanaugh
A Content Analysis Examining The Nfl's Social Media Communications In A Global Market, Lauren Cavanaugh
Honors Theses
To better connect with the potential fan base in the United Kingdom, the NFL created another Instagram account, separate from their main “NFL” account, with the username “NFLUK”. In this thesis, I conducted a content analysis comparing a selection of posts made during the 2021 NFL season for each account, “NFL” and “NFLUK” to examine how the NFL modified their posts and communication for their new target audience. The posts were examined through the perspective of two different communication theories: The Elaboration Likelihood Model of Persuasion and the Adaptation versus Standardization Model of International Marketing. The goal was to determine …
Changing The Game: The Effects Of Social Media On The Business Of Sport, Jacqueline Avola
Changing The Game: The Effects Of Social Media On The Business Of Sport, Jacqueline Avola
Honors Theses
This thesis will examine the way in which social media has revolutionized three major components of fan engagement. First, it illustrates how social media dramatically increases the immediacy by which fans receive sports news and information. Second, the thesis demonstrates the importance of social media to enable fans to develop intimate relationships with their favorite teams and players. Third, this thesis illustrates how social media sites considerably increase the accessibility of sporting events to fans.