Date of Publication
Fall 2013
Document Type
Undergraduate Project
Professor's Name
Katharine Burakowski
Abstract
The topic of my research paper is the Boston Bruins’ use of social media to engage fans in promotions. More specifically, my research question is how do professional hockey teams use social media sites, such as Twitter, to increase fan engagement with team promotions? This research is important because we learned more about how social media sites are utilized in a positive way and were able to see what it takes to make these social media sites successful at the professional sport level. Some findings that have already been conducted on this topic include the different types of promotions and involvement, fan motivation on social media sites, social media in professional hockey specifically, and NHL teams using social media sites. The methodology I used is an interpretivist research tradition, in which I utilized both qualitative and quantitative data. The qualitative data came from the tweets sent out by the Boston Bruins in regards to new promotions the team has to offer; while the quantitative data focused on the number of retweets, favorites, and comments that these promotional tweets received.
Recommended Citation
Rogan, Samantha, "The Boston Bruins’ Use of Social Media to Engage Fans in Promotions" (2013). Sport Management Undergraduate. Paper 72.
https://fisherpub.sjf.edu/sport_undergrad/72
Please note that the Recommended Citation provides general citation information and may not be appropriate for your discipline. To receive help in creating a citation based on your discipline, please visit http://libguides.sjfc.edu/citations.