Doctor of Philosophy, The Ohio State University, 2019, Kinesiology
In the highly dynamic and competitive environment of major college football, recruiting has often been called the “lifeblood” of a program (Wasserman, 2017). Schools spend tremendous financial and time resources to identify and attract the athletes they desire (Caro & Benton, 2014). For years, scholars, coaches, and athletic administrators have attempted to determine which school resources—e.g., academic reputation, athletic reputation, head coach reputation, facilities, etc.—are most important in achieving recruiting effectiveness (Dumond, Lynch, & Platania, 2008; Pitts & Evans, 2016). The classic framework for understanding this relationship is the resource-based view (RBV) of the firm, which argues that organizations should seek and obtain valuable, rare, inimitable, and non-substitutable resources to achieve sustained competitive advantage (Barney, 1991).
Given the amount of scholarship already focused on the relationship between school resources and recruiting effectiveness, Magnusen, Kim, Perrewe, and Ferris (2014) called for researchers to turn their attention to how schools can best leverage these assets. A similar movement in the broader organizational studies literature has criticized RBV as tautological, causally ambiguous, and overly simplistic (Barney & Zajac, 1994; Kraaijenbring, Spender, & Groen, 2010). One response has been to extend RBV to the theory of dynamic capabilities (DC; Teece, 1997). DC are “organizational and strategic routines by which firms achieve new resource configurations as markets emerge, collide, split, evolve, and die” (Eisenhardt & Martin, 2000, p. 1107). In the context of intercollegiate athletics recruiting, as the National Collegiate Athletic Association (NCAA) deregulated some online contact between coaches and potential student-athletes, social media capabilities have emerged as one possible example of DC (Bigsby, Ohlmann, & Zhao, 2017, 2019).
The purpose of this research was to examine how schools utilize their socia (open full item for complete abstract)
Committee: Brian Turner (Advisor); Leeann Lower-Hoppe (Committee Member); Donna Pastore (Committee Member)
Subjects: Communication; Management; Sports Management