Sports Management Commons^™

Analyzing Twitter Usage Differences Between Student Season Ticket Buyers And Non-Buyers, Matthew Aloysius Kinney

Theses and Dissertations

This thesis investigates the importance of social media to college students as it relates to purchasing game tickets. More specifically, the thesis examines the role that Twitter and marketing play in purchase intentions of students that actually purchase tickets. The results demonstrate that those who have purchased a ticket membership package are more likely to follow said organization on Twitter. Results also found that no significant difference exists in Twitter Intensity based on whether or not a student has purchased a ticket membership package.