Bachelor of Arts, Walsh University, 2022, Honors
Each year social media usage increases which creates new opportunities for marketers to promote
their products and brands. Sports teams and athletes are joining social media platforms and creating
their own unique accounts (Cooper, 2015). Fans and followers, new and old, are discovering these
teams and athletes while building relationships (Kentrin, 2020). Social media has also proven to be a
useful tool in building two-way relationships between teams and spectators (Joanna & Zuzanna,
2020). This has also reigned true in building a team or personal athlete brand (Witz, 2020). Through
different sports marketing social media strategies, marketers are learning how to engage fans,
increase attendance, and stand apart from other teams (O'Hallarn et al., 2016). The manner in which
a fan behaves and engages with different teams and athletes is influenced by social interactions,
deals, promotions, giveaways, and relationships with teams and athletes (Fink et al., 2002; Perrault,
2016). Through new applications (apps), athletes and fans are spending more time online (Samet,
2020). These apps allow fans to witness new sides to athletes and teams through increased content
which, consequently, helps form connections between fans and athletes (Sharpe et al., 2020).
This research analyzed the relationships between teams' and leagues' social media presence on fan
behavior by conducting in-depth one-on-one interviews with professionals working in the sports
industry at the professional and collegiate levels. A total of eight professionals were interviewed
from eight different sports. Questions asked specifically addressed how social media platforms such
as Instagram, Facebook, Twitter, and TikTok have affected ticket sales, fan attendance/tune-in rates,
engagement, brand loyalty, and merchandise purchases. Using content analysis, best practices were
determined for increasing engagement and fan behavior and understanding the relationships crea (open full item for complete abstract)
Committee: Julie Szendrey (Advisor); Nina Rytwinski (Committee Co-Chair); Patricia Berg (Other)
Subjects: Marketing; Sports Management