An Examination of Content Preferences of Followers of College Wrestling Programs on Facebook and Twitter Public Deposited

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Last Modified
  • March 19, 2019
Creator
  • Smaldone, Joseph
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
Abstract
  • JOSEPH E. SMALDONE: An Examination of Content Preferences of Followers of College Wrestling Programs on Facebook and Twitter (Under the direction of Coyte G. Cooper, Ph. D.) As collegiate athletic departments continue to put an increased focus on revenue-generating sports such as football and basketball, it is essential for non-revenue sports to self-market in order to grow their fan base and increase attendance. Social media platforms such as Facebook and Twitter provide collegiate athletic programs with a little-to-no-cost medium to communicate and interact with audiences and fans. However, it is crucial for teams to provide social media followers with content that coincides with their interests and positively influences their view of the team. Previous research on social media marketing analyzed the specific categorical content that collegiate athletic teams and individual athletes posted on social media, and examined the relationship between number of followers and team social media account practices. I have found no previous studies that have examined the content preferences of fans that follow teams on social media. This study surveyed Facebook (n=318) and Twitter (n=250) followers of collegiate wrestling programs to examine their content category and content type preferences. While results showed that participants generally rated content categories and content types high, significant differences were found when examining the demographics of the participants. These differences can give teams and coaching staffs an idea of how to target specific demographics in order to market their program more effectively and efficiently.
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  • In Copyright
Advisor
  • Beale, Michael
  • Cooper, Coyte
  • Register-Mihalik, Johna
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2015
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  • Chapel Hill, NC
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