Date of Publication

Fall 2013

Document Type

Undergraduate Project

Professor's Name

Katharine Burakowski


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.