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.
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Chen, Steve Shih-Chia, "Content Analysis of a Collegiate Athletic Twitter Account: Practical Applications for Promotion and Attendance Increase" (2019). Association of Marketing Theory and Practice Proceedings 2019. 4.