Document Type and Release Option
Thesis (open access)
Dr. Trey Denton
The primary purpose of this study was to investigate whether social media had an impact on the rebranding of the Savannah Bananas baseball team. The study also focuses on the impact social media has had on the attraction and retention of customers. Interviews were conducted with full time staff members and customers of the Savannah Bananas. An online survey was distributed through social media to learn more about the connection between customers and the Bananas social media. The results of the study suggest that social media has had a positive affect on both the rebranding of the Savannah Bananas and the attraction and retention of customers.
Heater, Kara, "Social Media is Bananas: The effect social media has on rebranding and customer attraction and retention" (2019). University Honors Program Theses. 435.