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Impact of Professional Sports' Twitt...

Sarkis, Gianna.

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Impact of Professional Sports' Twitter Content on Their Fans.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Impact of Professional Sports' Twitter Content on Their Fans./
作者:	Sarkis, Gianna.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	58 p.
附註:	Source: Masters Abstracts International, Volume: 82-07.
Contained By:	Masters Abstracts International82-07.
標題:	Communication. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28258836
ISBN:	9798557010047

Impact of Professional Sports' Twitter Content on Their Fans.
Sarkis, Gianna.

Impact of Professional Sports' Twitter Content on Their Fans. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 58 p.

Source: Masters Abstracts International, Volume: 82-07.

Thesis (M.S.)--Rochester Institute of Technology, 2020.

This item must not be sold to any third party vendors.

Professional sports organizations have begun to utilize social media to create an online community for fans. These organizations have partnered with companies to create monetary value for the team and the companies, which has led sponsorship from traditional advertising in the arena or venue of the professional sports organization to their team's Twitter account. I investigated how fans of the professional sports organization recognized sponsored content on the organizations' Twitter pages concerning the Communication Theory of Identity (CTI). I then compared the sponsored and organic contents' interaction rates to see if there were similarities or differences between those rates. The interaction rate for professional sports organizations' organic content was found to have a higher rate than sponsored content, and fans did not identify sponsors included in the content. Instead, the fans identified the team or athletes comprised in the content. I conducted a content analysis with the help of four axiomatic positions related to CTI. The axiomatic positions of CTI I used to help identify fan identity were identities that have both content and relationship levels of interpretation and have individual, social, and communal properties. Also, identities are codes expressed in conversations and define membership in communities and have semantic properties representing core symbols, meanings, and labels. I found fans do have a follower identity, but a sponsored post does not impact that identity. Therefore, fans looked at the content for face value and did not notice the sponsors.

ISBN: 9798557010047Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Fans

Impact of Professional Sports' Twitter Content on Their Fans.
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