Date

2019

Major

Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Dr. Trey Denton

Abstract

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.

Included in

Marketing Commons

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