AMTP Proceedings 2019
Document Type
Conference Proceeding
Publication Date
2019
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Twitter global usage has increased as a source of information during the past decade. This study explores different types of Twitter messages sent by a collegiate athletic department and analyzes the impact of these messages on attendance at home athletic events during the NCAA football season. The data examines five message categories: interactivity, content, promotional, information sharing, and noise. Noise accounts for any message that is not related to the studied sport season. Results suggest that while noise is prevalent, messages pertaining to the studied sport are impactful. The types of messages sent by a college athletic department can impact attendance at the institution’s home athletic events.
DOI
10.20429/amtp.2019.04
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Chen, Steve Shih-Chia, "Content Analysis of a Collegiate Athletic Twitter Account: Practical Applications for Promotion and Attendance Increase" (2019). AMTP Proceedings 2019. 4.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2019/4
