Date of Publication

Spring 2014

Document Type

Undergraduate Project

Professor's Name

Emily Dane-Staples


Social media has become a growing phenomenon in the 21st century, as a result sport teams can now interact and engage fans in more personalized ways. However, because social media is so new there is very little research that helps determine how fans interact with teams through social media. This study was conducted using focus groups and has determined that even though relationship marketing is a good idea, NFL fans prefer information posted to Facebook and Twitter to be convenient and informative in relationship to the team’s on field performance. Furthermore, the more convenient and informative the information posted is in relationship to the team’s on field performance the more likely NFL fans will interact with teams on Facebook and Twitter.