This document is a thesis submitted by Kevin M. Fountain for his Master's degree. It examines how college athletic departments can increase brand awareness through social media use during live sporting events. It discusses the theory of co-creation, where value is created through interaction between brands and consumers. The thesis will explore how social media allows this interaction for sports fans and teams. It will also look at what motivates sports fans to engage on social media and how this can benefit brand awareness if leveraged properly by athletic departments. Surveys will be used to gather data on fan social media usage and its effect on brand perception. The results could provide insights into effective social media strategies for increasing a school or team's brand.
Social Media Marketing Strategy: Lessons from the Hospitality IndustryAni Nacheva
This document provides a literature review on social media marketing strategies in the hospitality industry. It begins by defining social media and discussing its increasing integration into business strategies. It then explores how social media can benefit businesses by allowing two-way communication and user-generated content. Specifically for hospitality, social media reduces information advantages for intermediaries. The document also examines how social media influences consumer behavior, particularly travel behavior, and identifies factors that affect consumers' social media usage and perceptions. Finally, comparative case studies of three hospitality organizations are analyzed to identify their social media strategies.
Importance of Social Media Marketing for Corporate Firms AVEACem Senkal
This document discusses the importance of social media marketing for corporate firms, using Avea as a case study. It begins with an introduction on the evolution of social media and increasing usage of social platforms. It then covers trends in social media marketing from both consumer and corporate perspectives. The document analyzes how Avea uses social media for marketing purposes, comparing its approach to competitors Turkcell and Vodafone. It finds that social media is effective for Avea to increase brand awareness, customer satisfaction and engagement while decreasing advertising costs. Overall, the document shows how understanding social media is crucial for companies to adapt their marketing strategies and benefit from this important new channel.
This document discusses the motivations that drive users to participate on social networking sites like Facebook. It analyzes Abraham Maslow's hierarchy of needs theory and how social media satisfies each level of needs. Physiological needs are met by connecting users who can share resources. Safety needs are met by helping users find jobs. Love and belonging needs are met by maintaining connections with friends and finding groups. Esteem needs are met through posts, games, and accomplishments that generate praise. Self-actualization needs are met by freely sharing views without prejudice. The document also discusses how companies can effectively advertise on Facebook by understanding user networks and targeting ads based on interests rather than keywords.
Sports and Social Media Predictions for 2010Jason Peck
It is my pleasure to present the ebook, Sports and Social Media Predictions 2010, which features 16 smart people and thought-leaders who have graciously shared their opinions, thoughts and predictions for sports and social media in 2010.
Trade associations face challenges like declining membership and difficulties communicating with members. Social media tools within an integrated online community can help associations overcome these issues and grow sustainably. For example, the American College of Healthcare Executives launched an exam preparation community using social media that increased test applicants, stimulated member interaction, and advanced ACHE's long-term goals. Long-term, a robust social community attracts new members, encourages networking, and generates additional revenue for associations.
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
This white paper explores new challenges for higher ed advancement's use of social media for outreach, engagement, and fundraising. We explored how institutions are using tools for boosting, promoting and advertising their social initiatives as organic reach of posts, tweets, and images has declined. Download at: http://mstnr.me/2g22TNr
This document summarizes strategies for social media marketing. It begins by defining social media marketing as gaining website traffic or attention through social media sites by creating engaging content that users want to share. It then discusses major social media platforms like Facebook, Twitter, blogs and how they can be used to promote products and businesses. Specific tactics discussed include using multimedia like photos and videos, integrating offline and online advertising, customizing messages for different platforms, focusing on local searches and directories, and running contests and offering discounts to engage communities. The document provides examples of companies successfully using these strategies.
INFLUENCE OF SOCIAL MEDIAS
ON BRAND CHOICE
Social Medias are becoming more popular day by day. Use of social sites for
various purposes is increasing. It is the interaction among people in which they create,
share or exchange information and ideas in virtual communities and networks. These
social Medias or sites like face book, twitter, Google plus, LinkedIn can be used as a
source of information and to share information. We know that social media depend on
mobile and web-based technologies and create highly interactive platforms through
which individuals and communities can share, co-create, discuss, and modify user-
generated content. These social sites can be used as a source of brand information.
People can use these sites to compare different brands and products they buy. Even they
can compare price and quality over B2C and C2C e-commerce sites. So the contribution
of these social sites is increasing. This paper aims to investigate consumers’ attitude
towards using these social sites as a medium of brand choice and for getting brand
information. For finding out the impact of social sites on brand choice I have conducted
a survey on 50 respondents in Dhaka city, more specifically in Dhaka University through
a structured questionnaire. This study intends to explore the factors about consumers’
perception about social sites and using social sites as a source of information about
brand information and using this information for brand choice. I hope this survey will
help to determine the perceived benefits, risks, and consumers’’ willingness to use social
sites as a source of brand choice. This paper also attempts to detect how consumers
evaluate the concept of using social sites for purposes like shopping. And finally we
evaluate the implications of these findings and suggest actions to related parties.
Social Media Marketing Strategy: Lessons from the Hospitality IndustryAni Nacheva
This document provides a literature review on social media marketing strategies in the hospitality industry. It begins by defining social media and discussing its increasing integration into business strategies. It then explores how social media can benefit businesses by allowing two-way communication and user-generated content. Specifically for hospitality, social media reduces information advantages for intermediaries. The document also examines how social media influences consumer behavior, particularly travel behavior, and identifies factors that affect consumers' social media usage and perceptions. Finally, comparative case studies of three hospitality organizations are analyzed to identify their social media strategies.
Importance of Social Media Marketing for Corporate Firms AVEACem Senkal
This document discusses the importance of social media marketing for corporate firms, using Avea as a case study. It begins with an introduction on the evolution of social media and increasing usage of social platforms. It then covers trends in social media marketing from both consumer and corporate perspectives. The document analyzes how Avea uses social media for marketing purposes, comparing its approach to competitors Turkcell and Vodafone. It finds that social media is effective for Avea to increase brand awareness, customer satisfaction and engagement while decreasing advertising costs. Overall, the document shows how understanding social media is crucial for companies to adapt their marketing strategies and benefit from this important new channel.
This document discusses the motivations that drive users to participate on social networking sites like Facebook. It analyzes Abraham Maslow's hierarchy of needs theory and how social media satisfies each level of needs. Physiological needs are met by connecting users who can share resources. Safety needs are met by helping users find jobs. Love and belonging needs are met by maintaining connections with friends and finding groups. Esteem needs are met through posts, games, and accomplishments that generate praise. Self-actualization needs are met by freely sharing views without prejudice. The document also discusses how companies can effectively advertise on Facebook by understanding user networks and targeting ads based on interests rather than keywords.
Sports and Social Media Predictions for 2010Jason Peck
It is my pleasure to present the ebook, Sports and Social Media Predictions 2010, which features 16 smart people and thought-leaders who have graciously shared their opinions, thoughts and predictions for sports and social media in 2010.
Trade associations face challenges like declining membership and difficulties communicating with members. Social media tools within an integrated online community can help associations overcome these issues and grow sustainably. For example, the American College of Healthcare Executives launched an exam preparation community using social media that increased test applicants, stimulated member interaction, and advanced ACHE's long-term goals. Long-term, a robust social community attracts new members, encourages networking, and generates additional revenue for associations.
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
This white paper explores new challenges for higher ed advancement's use of social media for outreach, engagement, and fundraising. We explored how institutions are using tools for boosting, promoting and advertising their social initiatives as organic reach of posts, tweets, and images has declined. Download at: http://mstnr.me/2g22TNr
This document summarizes strategies for social media marketing. It begins by defining social media marketing as gaining website traffic or attention through social media sites by creating engaging content that users want to share. It then discusses major social media platforms like Facebook, Twitter, blogs and how they can be used to promote products and businesses. Specific tactics discussed include using multimedia like photos and videos, integrating offline and online advertising, customizing messages for different platforms, focusing on local searches and directories, and running contests and offering discounts to engage communities. The document provides examples of companies successfully using these strategies.
INFLUENCE OF SOCIAL MEDIAS
ON BRAND CHOICE
Social Medias are becoming more popular day by day. Use of social sites for
various purposes is increasing. It is the interaction among people in which they create,
share or exchange information and ideas in virtual communities and networks. These
social Medias or sites like face book, twitter, Google plus, LinkedIn can be used as a
source of information and to share information. We know that social media depend on
mobile and web-based technologies and create highly interactive platforms through
which individuals and communities can share, co-create, discuss, and modify user-
generated content. These social sites can be used as a source of brand information.
People can use these sites to compare different brands and products they buy. Even they
can compare price and quality over B2C and C2C e-commerce sites. So the contribution
of these social sites is increasing. This paper aims to investigate consumers’ attitude
towards using these social sites as a medium of brand choice and for getting brand
information. For finding out the impact of social sites on brand choice I have conducted
a survey on 50 respondents in Dhaka city, more specifically in Dhaka University through
a structured questionnaire. This study intends to explore the factors about consumers’
perception about social sites and using social sites as a source of information about
brand information and using this information for brand choice. I hope this survey will
help to determine the perceived benefits, risks, and consumers’’ willingness to use social
sites as a source of brand choice. This paper also attempts to detect how consumers
evaluate the concept of using social sites for purposes like shopping. And finally we
evaluate the implications of these findings and suggest actions to related parties.
This document discusses social media and its role in marketing. It begins by defining social media as internet-based tools for sharing and discussing information among users. It then discusses how social media marketing utilizes social networks and online communities to connect with potential customers. The document notes that social media marketing has grown rapidly in recent years as more businesses recognize its potential to build their brand and engage with audiences. It provides statistics on how small businesses in particular have increased their use of social media marketing strategies.
Social Media’s Influence in Purchase DecisionHasan Ali MIRZA
The objective of this study is to understand the influence of social media in purchase decision making. The focus of the study is to understand the consumer buying behavior and influence of social media’s in decision making. The sample size taken for this study was 100 qualified respondents with diverse backgrounds across the country. An exploratory research was done to understand the nature of social networking and online consumer behaviour followed by a primary research where questionnaire were administered both personally and online.
The document provides an overview of millennial consumption patterns related to sport. It defines key characteristics of millennials and their reasons for consuming products. It examines how millennials consume various sports such as football, hockey, baseball, basketball and action sports. It explores how fans consume sports through social media and which platforms they use. It also discusses how new media is changing consumption patterns and the appeal of user-generated content. Two studies are summarized that look at which delivery systems college students use to consume sports and the motives for using sports-related mobile applications. The document concludes with some considerations around categorizing millennials and a suggestion to integrate fantasy hockey into streaming platforms.
The document is a presentation about using social media as an engagement tool for fundraising. It discusses various social media platforms like Facebook, Twitter, YouTube, Flickr, and LinkedIn. It provides examples of how to engage people on each platform, including asking questions, highlighting stories, and recognizing donors. It also discusses listening to constituents, responding to them, engaging them in discussions, and measuring engagement through various tools. The presentation emphasizes using social media primarily for engagement rather than direct fundraising.
This document provides a social media strategy report for the Southwestern Ontario Transportation Alliance (SWOTA). It identifies SWOTA's key audience tribes as youth ages 18-34 and seniors ages 55+, and recommends content themes around environmentalism, affordability, convenience, relaxation, and elegance. The report analyzes SWOTA's current Facebook page metrics and provides strategies to improve engagement. These include diversifying content to appeal more to youth and targeting content to specific locations. The report also discusses email marketing best practices and a content calendar of important dates to post about throughout the year.
The Direct Marketing Educational Foundation (DMEF) aims to educate college students about careers in direct/interactive marketing. As a social media intern, the author faced challenges growing DMEF's small social media fan base. Using Viralheat, the author was able to track engaging content and double DMEF's followers on Twitter, Facebook, and LinkedIn in two months. DMEF provides scholarships and career resources to attract students to the direct marketing industry.
Omniture Workbook Measuring Social Media ImpactRalph Paglia
National Geographic tracks social media traffic by categorizing referrers into 7 groups - search, social media, email, etc. Initial results showed search was the largest source at 42%. By honing in on social media, they saw visits from social media sites accounted for 8.4% of total traffic, more than doubling from the prior year. Tracking metrics like engagement showed social media visitors viewed an average of 4.2 pages per visit. National Geographic is able to analyze trends in traffic sources over time using this categorization approach.
BrandVeda is a digital marketing startup based in Ahmedabad and Gandhinagar, India. It was founded to empower students and corporate professionals with knowledge of digital marketing. The company's faculty provide both theoretical and practical training, drawing from their 15 years of industry experience. In its three years of operation, BrandVeda has educated over 2,000 students and professionals through seminars and workshops. The company aims to develop specialists in digital marketing and prepare them for career success.
This document provides a social media development plan for Blue Ocean Society for Marine Conservation. It includes an introduction and objectives, a SWOT analysis and social media audit, recommendations for target audiences, key messages, social media platforms, tools, tactics, resources, and analytics. The plan aims to increase audience engagement, build community, raise awareness of BOS's mission, and increase online donations through a strategic social media approach. It analyzes BOS's current social media presence and provides suggestions for improving content, timing, hashtags, and engagement across platforms like Facebook, Twitter, and Instagram.
How Social Media Influences Consumer Behavior Michael Lazerow
Social media has become a major influence on consumer behavior. Nearly 1 in 5 minutes online is spent on social networks. Facebook in particular dominates social networking, accounting for 55% of global users and 1 in 7 minutes spent online. This document discusses how brands can leverage social media to engage consumers and influence purchasing decisions. It provides data showing that when brands create engaging content on Facebook, they can gain exposure to not just fans but also fans' friends, amplifying the brand's reach. It also shows that these friends of fans often demonstrate similar behaviors to fans such as visiting the brand's website. The key is for brands to understand their fans and their friends in order to create effective social media strategies.
The document discusses using social media to strengthen university admissions. It describes how 6 community leaders and 1 Hall of Fame football player came together around the idea of recognizing a "Visionary of the Year". This annual award campaign drove tens of millions of impressions across social media and recognition nationwide. The story shows how developing a big shared idea can bring diverse stakeholders together and build visibility for an institution in a large marketplace.
The document discusses social media best practices and covers several topics:
- The history of social media from its origins in the 1970s to current popular platforms.
- Legal issues to consider when using social media, including trademarks, discovery, human resources, and securities laws.
- Popular social media platforms and how customers engage with brands on each.
- Ways for businesses to leverage social media to grow, such as engaging customers on multiple platforms.
- Key performance indicators and tools for measuring the success of social media campaigns, like traffic, engagement, and buzz generation.
CSU Farm to Table Food Safety: Increasing Engagement with Target Audiences Us...Elisa Shackelton
A presentation given June 26, 2014 at the ACE conference (Portland, OR) showing how the Colorado State University Department of Food Science & Human Nutrition and CSU Extension are using a new Farm to Table Food Safety website and its' social media platforms to increase knowledge of safe food handling by growers, retailers and consumers in Colorado.
SNS affects people's thinking and behaviors in both positive and negative ways. It changes how relationships are formed by encouraging more openness and social interactions. However, it also allows negative rumors to spread widely. While SNS helps people learn about products through marketing, reviews from both friends and strangers, it also causes some to seek fame online without truly knowing many of their online connections.
This document provides an overview of social media marketing. It discusses what social media is, the evolution and history of social media, and the current social media landscape. Key topics covered include the definition of social media, examples of different social media platforms, how social media has developed since 1997, current trends like the growth of video content and mobile usage, and how to choose the right social media channels for different types of businesses. The document also provides learning points on creating a social media strategy and measuring goals using social media metrics.
This document outlines International Fitness' social media and online communication plan. The plan defines key audiences, messages, branding, guidelines, communication channels including website, Facebook, Google+, YouTube, and goals/strategies. It aims to increase awareness, strengthen the internal fitness community, and promote membership through engaging content on multiple platforms and evaluating effectiveness.
Social media marketing: analysis of the main tools and platformsLorenzo Mariani
The document provides an analysis of the main social media tools and platforms for digital marketing. It discusses a framework for social media consisting of the four areas of social media proposed by Tuten and Solomon: community social, social publishing, social entertainment, and social commerce. For each area, popular platforms are examined, including their characteristics and how companies can utilize them. Strategies for engagement and content creation on platforms like Facebook, Twitter, LinkedIn, Instagram, Pinterest, and Yelp are also outlined.
In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.
Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.
Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.
We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.
Social media has had a significant impact on marketing. It allows companies to interact directly with customers and build brand awareness through platforms like Facebook, Twitter, and LinkedIn. Companies can target specific audiences and drive traffic to their websites through social media advertising and engaging posts. As social media evolves, it is becoming an increasingly important part of marketing strategy, enabling personal connections and conversations at scale. Market research can also be conducted through feedback on social networks.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
Web for Mass Communication- English-Final Projectcarolinelonggg
NCAA men's college basketball teams and players should use social media for several key reasons:
1) To build their brand and fan engagement through platforms like Facebook, Instagram, Twitter and YouTube. The top teams like Duke, North Carolina and Kentucky have large social media followings.
2) To help with recruiting by allowing coaches and potential recruits to connect online. However, players must be careful not to damage their reputation through improper social media use which could hurt recruiting.
3) When used appropriately through adhering to team social media policies, social media allows players to positively impact society and gain attention in a responsible way. However, improper posts can damage an individual player's reputation and also reflect poorly on their university.
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
This document discusses social media and its role in marketing. It begins by defining social media as internet-based tools for sharing and discussing information among users. It then discusses how social media marketing utilizes social networks and online communities to connect with potential customers. The document notes that social media marketing has grown rapidly in recent years as more businesses recognize its potential to build their brand and engage with audiences. It provides statistics on how small businesses in particular have increased their use of social media marketing strategies.
Social Media’s Influence in Purchase DecisionHasan Ali MIRZA
The objective of this study is to understand the influence of social media in purchase decision making. The focus of the study is to understand the consumer buying behavior and influence of social media’s in decision making. The sample size taken for this study was 100 qualified respondents with diverse backgrounds across the country. An exploratory research was done to understand the nature of social networking and online consumer behaviour followed by a primary research where questionnaire were administered both personally and online.
The document provides an overview of millennial consumption patterns related to sport. It defines key characteristics of millennials and their reasons for consuming products. It examines how millennials consume various sports such as football, hockey, baseball, basketball and action sports. It explores how fans consume sports through social media and which platforms they use. It also discusses how new media is changing consumption patterns and the appeal of user-generated content. Two studies are summarized that look at which delivery systems college students use to consume sports and the motives for using sports-related mobile applications. The document concludes with some considerations around categorizing millennials and a suggestion to integrate fantasy hockey into streaming platforms.
The document is a presentation about using social media as an engagement tool for fundraising. It discusses various social media platforms like Facebook, Twitter, YouTube, Flickr, and LinkedIn. It provides examples of how to engage people on each platform, including asking questions, highlighting stories, and recognizing donors. It also discusses listening to constituents, responding to them, engaging them in discussions, and measuring engagement through various tools. The presentation emphasizes using social media primarily for engagement rather than direct fundraising.
This document provides a social media strategy report for the Southwestern Ontario Transportation Alliance (SWOTA). It identifies SWOTA's key audience tribes as youth ages 18-34 and seniors ages 55+, and recommends content themes around environmentalism, affordability, convenience, relaxation, and elegance. The report analyzes SWOTA's current Facebook page metrics and provides strategies to improve engagement. These include diversifying content to appeal more to youth and targeting content to specific locations. The report also discusses email marketing best practices and a content calendar of important dates to post about throughout the year.
The Direct Marketing Educational Foundation (DMEF) aims to educate college students about careers in direct/interactive marketing. As a social media intern, the author faced challenges growing DMEF's small social media fan base. Using Viralheat, the author was able to track engaging content and double DMEF's followers on Twitter, Facebook, and LinkedIn in two months. DMEF provides scholarships and career resources to attract students to the direct marketing industry.
Omniture Workbook Measuring Social Media ImpactRalph Paglia
National Geographic tracks social media traffic by categorizing referrers into 7 groups - search, social media, email, etc. Initial results showed search was the largest source at 42%. By honing in on social media, they saw visits from social media sites accounted for 8.4% of total traffic, more than doubling from the prior year. Tracking metrics like engagement showed social media visitors viewed an average of 4.2 pages per visit. National Geographic is able to analyze trends in traffic sources over time using this categorization approach.
BrandVeda is a digital marketing startup based in Ahmedabad and Gandhinagar, India. It was founded to empower students and corporate professionals with knowledge of digital marketing. The company's faculty provide both theoretical and practical training, drawing from their 15 years of industry experience. In its three years of operation, BrandVeda has educated over 2,000 students and professionals through seminars and workshops. The company aims to develop specialists in digital marketing and prepare them for career success.
This document provides a social media development plan for Blue Ocean Society for Marine Conservation. It includes an introduction and objectives, a SWOT analysis and social media audit, recommendations for target audiences, key messages, social media platforms, tools, tactics, resources, and analytics. The plan aims to increase audience engagement, build community, raise awareness of BOS's mission, and increase online donations through a strategic social media approach. It analyzes BOS's current social media presence and provides suggestions for improving content, timing, hashtags, and engagement across platforms like Facebook, Twitter, and Instagram.
How Social Media Influences Consumer Behavior Michael Lazerow
Social media has become a major influence on consumer behavior. Nearly 1 in 5 minutes online is spent on social networks. Facebook in particular dominates social networking, accounting for 55% of global users and 1 in 7 minutes spent online. This document discusses how brands can leverage social media to engage consumers and influence purchasing decisions. It provides data showing that when brands create engaging content on Facebook, they can gain exposure to not just fans but also fans' friends, amplifying the brand's reach. It also shows that these friends of fans often demonstrate similar behaviors to fans such as visiting the brand's website. The key is for brands to understand their fans and their friends in order to create effective social media strategies.
The document discusses using social media to strengthen university admissions. It describes how 6 community leaders and 1 Hall of Fame football player came together around the idea of recognizing a "Visionary of the Year". This annual award campaign drove tens of millions of impressions across social media and recognition nationwide. The story shows how developing a big shared idea can bring diverse stakeholders together and build visibility for an institution in a large marketplace.
The document discusses social media best practices and covers several topics:
- The history of social media from its origins in the 1970s to current popular platforms.
- Legal issues to consider when using social media, including trademarks, discovery, human resources, and securities laws.
- Popular social media platforms and how customers engage with brands on each.
- Ways for businesses to leverage social media to grow, such as engaging customers on multiple platforms.
- Key performance indicators and tools for measuring the success of social media campaigns, like traffic, engagement, and buzz generation.
CSU Farm to Table Food Safety: Increasing Engagement with Target Audiences Us...Elisa Shackelton
A presentation given June 26, 2014 at the ACE conference (Portland, OR) showing how the Colorado State University Department of Food Science & Human Nutrition and CSU Extension are using a new Farm to Table Food Safety website and its' social media platforms to increase knowledge of safe food handling by growers, retailers and consumers in Colorado.
SNS affects people's thinking and behaviors in both positive and negative ways. It changes how relationships are formed by encouraging more openness and social interactions. However, it also allows negative rumors to spread widely. While SNS helps people learn about products through marketing, reviews from both friends and strangers, it also causes some to seek fame online without truly knowing many of their online connections.
This document provides an overview of social media marketing. It discusses what social media is, the evolution and history of social media, and the current social media landscape. Key topics covered include the definition of social media, examples of different social media platforms, how social media has developed since 1997, current trends like the growth of video content and mobile usage, and how to choose the right social media channels for different types of businesses. The document also provides learning points on creating a social media strategy and measuring goals using social media metrics.
This document outlines International Fitness' social media and online communication plan. The plan defines key audiences, messages, branding, guidelines, communication channels including website, Facebook, Google+, YouTube, and goals/strategies. It aims to increase awareness, strengthen the internal fitness community, and promote membership through engaging content on multiple platforms and evaluating effectiveness.
Social media marketing: analysis of the main tools and platformsLorenzo Mariani
The document provides an analysis of the main social media tools and platforms for digital marketing. It discusses a framework for social media consisting of the four areas of social media proposed by Tuten and Solomon: community social, social publishing, social entertainment, and social commerce. For each area, popular platforms are examined, including their characteristics and how companies can utilize them. Strategies for engagement and content creation on platforms like Facebook, Twitter, LinkedIn, Instagram, Pinterest, and Yelp are also outlined.
In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.
Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.
Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.
We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.
Social media has had a significant impact on marketing. It allows companies to interact directly with customers and build brand awareness through platforms like Facebook, Twitter, and LinkedIn. Companies can target specific audiences and drive traffic to their websites through social media advertising and engaging posts. As social media evolves, it is becoming an increasingly important part of marketing strategy, enabling personal connections and conversations at scale. Market research can also be conducted through feedback on social networks.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
Web for Mass Communication- English-Final Projectcarolinelonggg
NCAA men's college basketball teams and players should use social media for several key reasons:
1) To build their brand and fan engagement through platforms like Facebook, Instagram, Twitter and YouTube. The top teams like Duke, North Carolina and Kentucky have large social media followings.
2) To help with recruiting by allowing coaches and potential recruits to connect online. However, players must be careful not to damage their reputation through improper social media use which could hurt recruiting.
3) When used appropriately through adhering to team social media policies, social media allows players to positively impact society and gain attention in a responsible way. However, improper posts can damage an individual player's reputation and also reflect poorly on their university.
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
How social media changed college sport . Thesis work.IliaPlatonov
This document discusses how social media has impacted college sports in the United States in terms of regulations, reputation, and recruiting. It provides background on the growth of social media and how the NCAA and universities have implemented policies to regulate its use among athletes and coaches. The document examines specific NCAA social media policies and cases where schools faced penalties for violations. It also explores how social media can positively or negatively affect a university's reputation depending on how it is used. Finally, the document looks at how social media has changed recruiting culture and may benefit coaches' ability to promote their programs.
This document discusses Intertwine, a proposed business that would connect professional athletes with social causes. It begins with an abstract that outlines the problem of athletes lacking an effective platform for philanthropic work. It then reviews literature on corporate social responsibility in sports. Successful teams like the LA Kings have foundations to give back. The NBA has its NBA Cares program. Research shows corporate social responsibility benefits businesses like Starbucks, Hershey, and Microsoft by improving profits, retention, and reputation. Fans now expect teams to engage in social responsibility and feel more committed to teams that do so consistently and authentically. Intertwine aims to help athletes support causes they personally care about to positively impact communities.
This document summarizes a capstone project submitted by Ammon Arave to Southern Utah University for a Master's degree in Professional Communication. The project involved developing a social media marketing plan for Snow College. Arave conducted surveys of high school seniors and their parents to understand their perspectives on social media. He also reviewed relevant literature. Based on the survey results and literature review, Arave created a social media marketing plan for Snow College to improve recruitment through more effective use of social media strategies. The plan was presented at a conference of admissions and recruiting personnel from higher education institutions across Utah.
This document provides an overview of the National Broadcasting Company (NBC), a major American television network. It discusses NBC's history and operations, including its leadership changes and challenges faced in recent years in scheduling shows and retaining viewers. NBC has shifted its primetime lineup several times in an attempt to compete with other networks and address declining ratings.
This document discusses how social media has influenced the college recruitment process for student athletes. It proposes analyzing the social networks of prospective recruits on Twitter to identify which recruits have the most influential connections and are central nodes of communication among their peers. Doing this social network analysis could help coaches optimize their recruiting efforts and determine which recruits may be more easily persuaded to commit via their relationships with other athletes on social media. The study aims to examine the followers of 2016 University of Virginia football recruits on Twitter to identify influential connections and how this information could guide recruitment strategies.
This document summarizes a student's capstone project on using social media to increase student engagement at Humboldt State University's Department of Economics. The student created social media accounts on Instagram, Facebook, and LinkedIn and used various apps like Canva, Flipboard, Boomerang, and Layout to create and share engaging content. Analytics of the accounts' followers and engagement are provided. Suggestions are made for future interns to continue expanding social media use to interact with students and alumni.
This document summarizes a study on the effectiveness of social media posts by professional sports teams. It conducted qualitative interviews that found posts most engaging to fans focus on team performance, hometown connections, and communicating within fan expectations. A quantitative survey of 162 college students then analyzed which types of posts generate the most engagement between fan and non-fan segments. The data showed posts appealing to hometowns did not cross-appeal to non-fans, and non-fans are less likely to share posts even if they create a positive opinion. The most engaging posts for fans highlight team performance, focus on exposure over engagement for brands, and use "request" language rather than commands.
This document analyzes how athletes use Twitter to promote their sponsors and the impact on consumers' purchase intentions. It first reviews literature on sport sponsorship and how brands have incorporated Twitter strategies. Two marketing techniques on Twitter are examined: athletes blatantly advertising sponsors and sharing everyday life photos featuring sponsors' products. Through a survey, the author analyzes how these techniques affect followers' purchase intentions, identification with the athlete, and perceptions of the promotions. The results provide insight into how sponsors can optimize their Twitter marketing strategies through athletes.
College Paper Writing Service For Students At Collegepaperworld.Com ...Dawn Jones
This document discusses George W. Bush's leadership style and how it aligns with Machiavellian principles. It notes that Machiavelli's teachings were intended for absolute rulers, not democratic governments. As governor of Texas, Bush showed no mercy for death row inmates. As president, he took aggressive actions in the war on terror that expanded executive power. His opposition to nuclear proliferation fits with Machiavelli's view of a leader prioritizing the state's security over moral concerns.
Social Media: Strategic Shift or Tactical Tool?craig lefebvre
Overview of social and mobile media with an emphasis on how the communication paradigm we use has to change to use them most effectively. This version was presented in the course "Pass It On – Health Communication and Marketing in a New Age" and Institute 2010 on 4 October 2010 in Atlanta GA. It is based on an earlier version presented at the International Nonprofit and Social Marketing Conference in Brisbane, Australia in July 2010.
Social media can empower students through active participation and harnessing collective intelligence if implemented correctly. The document recommends establishing SMART goals, auditing current social media presence, and developing a content strategy. It provides steps for creating a strategy, including defining goals aligned with programs, inventorying current profiles, listening to feedback, engaging audiences, and measuring metrics. Templates and a content calendar can help streamline the process. FERPA allows sharing of directory information on social media.
Critical investigation of the advantages to using a social media strategy for...Martin Blanquer
Three key points:
1. Social media has changed how brands interact with consumers and influences purchasing decisions. It allows companies like Three Mobile to reach new customers and understand their needs through social interactions.
2. Using social media provides advantages for Three Mobile such as increasing brand visibility and recognition, exploring new customers, optimizing their website traffic and search engine rankings. However, companies must avoid overtly commercial approaches and build trust through transparent engagement.
3. Social media platforms generate large user databases that provide valuable customer insights for targeted marketing. Three Mobile should leverage tools like Facebook's Graph Search to better understand their community and identify prospects. Maintaining an active social media strategy is important for their business success.
This document provides an overview of strategies for promoting the "Hey there Laker!" video series at Grand Valley State University. It includes secondary research on promoting clubs and organizations in college, engaging students via social media, and using word-of-mouth promotion. The research finds that social media, events, giveaways and word-of-mouth are effective tactics. It also outlines steps for creating successful social media messages, including acknowledging audiences, providing value, and surprising them. The document aims to use this research to develop objectives, strategies and tactics to increase viewership of the video series.
This document is a work report submitted by Colin Dunn detailing two projects completed during a cooperative education term at the University of Waterloo's Marketing and Digital Communications department. The first project discussed is a United Way fundraising campaign where Dunn created a marketing plan that utilized social media and events to increase donations and participation. The campaign was successful in doubling donations from the previous year. The second project was developing an athletics marketing plan to increase student and community engagement with university sports. The plan proposed tactics like featuring student athletes on social media. While the full effects were not seen during the term, parts of the plan were adopted by the athletics department. Overall, the report recommends creating detailed marketing plans to support large projects and initiatives.
This PowerPoint talks about how social media has affected business, marketing, and people's lives. It has become a huge part of our society and has become extremely useful for people all over the world.
1. VALUE CO-CREATION FROM SOCIAL MEDIA USE DURING LIVE
SPORTING EVENTS AND ITS EFFECT ON BRAND AWARENESS
By
KEVIN M FOUNTAIN
Submitted in partial fulfillment of the requirements
for the degree of Master of Business Administration
ST. JOHN’S UNIVERSITY
May 2015
Submitted Approval
Date: Date:
_______________________ ________________________
Student Name/Signature Supervisor’s Name/Signature
2. VALUE CO-CREATION FROM SOCIAL MEDIA USE DURING LIVE
SPORTING EVENTS AND ITS EFFECT ON BRAND AWARENESS
Abstract
By
KEVIN M FOUNTAIN
Over the last decade, the use of social media by both consumers and
businesses alike has increased and is becoming a vital part of e-marketing strategies
for companies around the globe. Social media sites, such as Facebook, Twitter,
Instagram and Snapchat, have changed the way in which consumers interact and how
companies market their products towards their targeted consumer base (Miloch,
Wallace & Wilson 2011). Through the use of these social media platforms, college
athletic departments are finding new ways to interact with their fan bases, increasing
their department’s brand awareness on a global scale.
Sports fans now have the ability to use a wide range of available media to
keep up with their favorite sports teams, players and brands and share their opinions
with other fans around the nation from the convenience of their own homes (Phua,
2010). Just as social media has allowed sports fans to discuss their thoughts and
opinions about a team’s performance on a daily basis, athletic departments are
utilizing these platforms to promote brand awareness through the use of in-game
3. social media marketing, targeting consumers based on the assumption that sports fans
will have a feeling of identification and feel the need to contribute to the brand’s
value. This research further elaborates on the concept that is based on the theory of
co-creation, college athletic departments can increase their brand awareness through
the use of social media during live sporting events.
4. ii
Dedication
This thesis is dedicated to the Sports Information Directors (SID) across the
nation that have passed away after dedicating their lives to promoting student-athletes
in a way that has become an inspiration to myself and many others across collegiate
athletics. The industry of athletic communications within collegiate athletics is often
times overlooked, but the men and women of the College Sports Information
Directors of America (CoSIDA) continue to work hard in order to find ways to share
the stories of college student-athletes both on and off the playing surfaces. I hope that
one day I will be able to represent CoSIDA as an elite SID as those who have gone
before me have done.
5. iii
Acknowledgements
I would first like to acknowledge my thesis supervisor, Dr. Ryall Carroll,
whose consistent positive support and guidance has truly allowed me the opportunity
to complete this project and has provided me with the resources necessary to continue
to succeed. After nearly a month of searching for an advisor for my thesis, Dr. Carroll
sacrificed his time and energy to take me under his wing and serve as my thesis
supervisor. The amount of knowledge, understanding and dedication that Dr. Carroll
has shown me has been truly inspiring and his continual interest in not only the topic,
but my success as both a student and a professional, has challenged me to continue to
push forward and work hard.
I would also like to thank the Athletic Communications office at St. John’s
University for the amount of support they have given me over the past two years both
in the office and in my everyday life. As I battled the challenges of school, work and
this thesis, the members of the Athletic Communications staff continued to lend out a
hand to help out whenever possible which has been a steady source of strength and
support throughout this project.
Finally, I would like to thank my family and friends for their continual love
and support throughout my two years of graduate school. As hard as it was to take
time away from working full-time to go back to school, my friends and family have
continued to find ways to push me to be the best man I can possibly be and always
encourage me to keep a positive outlook on life. I would not be the man I am today if
it was not for their persistent dedication, love and support.
6. iv
Table of Contents
DEDICATION......................................................................................................................................¡¡
ACKNOWLEDGMENTS ......................................................................................................................¡¡¡
INTRODUCTION................................................................................................................................. 1
CHAPTER 1: THEORY OF CO-CREATION.............................................................................................. 4
CHAPTER 2: UNDERSTANDING THE SPORTS FAN............................................................................... 9
CHAPTER 3: EXPLANATION OF SURVEY ........................................................................................... 16
CHATPER 4: SURVEY RESULTS.......................................................................................................... 18
CHAPTER 5: CONCLUSION & DISCUSSION........................................................................................ 21
CHAPTER 6: LIMITATIONS AND FUTURE RESEARCH......................................................................... 25
APPENDIX A: TWITTER USER PROFILE STUDY .................................................................................. 27
APPENDIX B: DALLAS MAVERICKS CROWDSOURCED UNIFORM...................................................... 28
APPENDIX C: OREGON SOCIAL COMMAND CENTER ........................................................................ 29
APPENDIX D: SURVEY RESULTS........................................................................................................ 30
REFERENCES.................................................................................................................................... 35
7. - 1 -
Introduction
Over the past decade, the use of social media has significantly grown and has
become a pivotal tool for both consumers and businesses to market their brand. In the
college athletics industry, social media has become a tool to reach a global fan base
with the ease of a simple keystroke. Not only do social media platforms allow college
athletic departments to build and maintain a strong brand presence with a mass reach,
it helps create cultivating relationships with its fan bases (Miloch, Wallace & Wilson,
2011).
The incorporation of traditional media with social media creates an interaction
with consumers that can be used as a promotional tool to generate awareness, create
interest and activate consumption of the brand (Bayne & Cianfrone, 2013). Not only
do fans have the ability to discover up-to-date information about their favorite teams
and athletes through social media, those same teams, athletic departments and athletes
have the ability to assess the needs, wants and ideas that fans have in order to better
develop and market their brands.
Before the use of social media, in-game promotion by athletic departments
was limited to communication with only those who attended the live sporting events
or through commercials to those watching on TV. Now, thanks to the use of various
types of social media, athletic departments have the ability to connect with millions of
sports fans who are all watching and discussing the same event from the convenience
of their own homes (Beck & Bosshart, 2003; Phua, 2010).
8. - 2 -
In 2013, over 36 million people sent around 990 million tweets about U.S.
television alone, according to Nielsen SocialGuide, and since then nearly every
primetime show, news program or sporting event has its own hashtag (Moritz, 2014).
With social media continuing to grow, live events are driving a new type of
interactive experience through the use of these hashtags, creating a global buzz
through one single word that links an event to like-minded fans around the world
(Moritz, 2014).
Just as sports marketers in the past have utilized traditional media, the use of
social media in sport can be a promotional tool to generate awareness, create interest
or activate consumption (Newman, Peck, Harris & Wilhide, 2013). However, it is
important to understand the relationship between social media, live sports and the
sports fan as well as the reason in which a sports fan feels the need to interact with
college athletic departments via social media.
Organizations can use social media to engage with fans in order to create a
relationship with those fans. As the relationship begins to develop with those fans
over time, a sense of trust and loyalty is established. This relationship allows the
opportunity for more users to generate content on social media platforms that they
feel is valued. This content then allows the sports organization an avenue for
increased brand awareness as content is exposed to other consumers by that fan’s
engagement on social media.
9. - 3 -
This research takes a closer look at the relationship between social media use
during live sporting events, focusing specifically on the theory of co-creation of value
and the positive effect it ultimately has on brand awareness.
10. - 4 -
Chapter 1
Theory of Co-Creation
Understanding what makes a sports fan engage on social media with their
favorite athletic department can allow sports marketers an opportunity to directly
target the psychological triggers that may lead to stronger brand recognition, loyalty
and awareness for the future. The theory of co-creation taps into one of the
psychological reasons why sports fans interact with these sports brands as new media,
such as social media, facilitates both social marketers and customers to co-create
value with a brand (Desai, 2009).
If a sports fan has a heightened level of value co-creation, they will likely
engage with the brand through their own content creation, increasing the brand’s
awareness to anyone that follows that person on social media. As this continues to
happen, it creates a snowball effect from one fan to the next, creating more and more
user-generated content based on value co-creation that all started with an initial fan’s
engagement on social media with the organization.
One of the best ways that this works is through the use of “Retweets” and
“Favoriting” on Twitter. An example of how Twitter can make a brand that was
virtually unknown to start into a world-wide trend is the story of Jack Taylor, a
college basketball player at Grinnell College, and his two 100-point games in 2013
(Prisbell, 2013). With the help of an impressive in-game performance and the power
of hundreds of thousands of fans on Twitter, an unfamiliar Division III school and its
11. - 5 -
college basketball player became known worldwide simply because the amount of
videos, tweets and retweets that were circulating around Twitter.
However, it is not only small brands that utilize the power of Twitter to
enhance brand awareness. One of the reasons why social media is such a powerful
medium is because consumers on these platforms tend to have this sense of value co-
creation, a realization that they (as a consumer) are necessary and must play a part in
order to produce value (Turri, Smith & Kemp, 2013). For example, the concept of
“March Madness” has been a national trend in the United States since 1908
(Bowman, 2015) but with today’s use of social media and hashtags such as
#MarchMadness, fans are able to share their opinions about all 64 teams in the
NCAA Tournament field while following the live action of all four games at the same
time via a single Twitter feed. According to a study done by DB5 (Moy, 2014), 49%
of people “say they feel as close to the action following games on Twitter as they do
watching them on TV” (Appendix A).
While fans are using hashtags to engage with different brands on social media,
it is important that these brands take time to interact with those fans in return as well.
Athletic departments can use the opportunity of fan social interactions to help develop
their organizations (Hajli & Hajli, 2013). One way to do this is to host virtual
communities in order to learn from their consumers and co-create value with them
through online discussions (Hajli & Hajli, 2013). An example of this would be the use
of social media platforms, such as Facebook, to earn feedback and advice from fans
on different promotional items in order to understand the target consumer needs.
12. - 6 -
With the ability to share their opinions through the convenience of their
smartphones via social media, sports fans are “no longer passive information users,
but are active content generators” (Hajli & Hajli, 2013). These advancements have
given consumers the ability and power to co-create in online communities based on
their knowledge (Hajli & Hajli, 2013). Thanks to the use of social media applications,
sports fans can now add picture or video to enhance the richness of the content that
can be extracted from user communities (Piller, Vossen & Ihl, 2012).
The ability to interact with fans on social media creates a sense of social
support and social capital for organizations as athletic departments are able to co-
create value with fans rather than strictly co-creating value for fans, thus further
enhancing their service quality (Hajli & Hajli, 2013). Customer co-creation not only
allows for a company to get a better understanding of their target market through the
visitor’s social network profiles, but also allows for customers to gain a clearer
impression of the organization’s activities and products via these social media
platforms (Piller, Vossen & Ihl, 2012).
The ability to grab instant feedback and gratification from fans through this
social media co-creation is a pivotal tool for athletic departments to establish
relationships with their fans, allowing organizations the ability to increase brand
awareness and recognition through fan-generated content.
In order to allow a fan to engage in co-creation of value through social media
at live sporting events, it is important that the athletic departments create a
relationship based on reciprocity, interdependence, trust and commitment with those
13. - 7 -
fans (Desai, 2009). Research has shown that virtual communities, including social
media platforms, have a way to make individuals feel “part of the family” (Hajli &
Hajli, 2013). For athletic departments, this trusting relationship that is built through
social media gives sports fans a sense of belonging and identification with the athletic
department that can enhance the co-creation of value. Studies have shown that the
likelihood of a consumer to actively participate in co-creation of value is increased
when their relationships with the marketer, and those within the related social
networks, are important (Desai, 2009). Because of this, it is important that
engagement with fans via social media platforms assists in the creation, development
and maintenance of these relationships with fans.
The trusting relationship does not only have an effect on the fans, however, as
employees of the athletic department are effected as well. Studies have shown that co-
creation of value also leads to a more attractive brand image for employees as direct
value creation for a company has the ability to trigger identification, creating a more
trusting relationship between the brand and employee that can potentially attract
future talent and continue to improve the department (Roser, Samson, Humphreys &
Cruz-Valdivieso, 2009).
According to Piller et. al. (2012), “today, co-creation with customers is
booming. The number of firms and even governments implementing co-creation is
steadily growing” (Piller, Vossen & Ihl, 2012). For online communities, such as
social media platforms, it is paramount that value co-creation exists in the form of
member content generation (Turri, Smith & Kemp, 2013).
14. - 8 -
It is important that athletic marketers understand what it is exactly that gets
their fans to respond and what social media platforms have the best interaction with
their select target consumers. By targeting these fans and offering them the ability to
co-create value with the athletic department via social media, an athletic department
should be able to increase its brand awareness and recognition.
The next chapter of this research looks more closely at the sports fan as a
whole, giving a better understanding of their behavior during live sporting events.
Later in this research, the survey conducted takes a deeper look at what makes a
population sample of avid sports fans that utilize social media want to interact with
athletic departments on their own social media platforms during live sporting events.
By understanding how fans interact with athletic departments on social media,
organizations can have a better understanding on how to target these fans, thus
increasing the amount of content they will produce due to a heightened sense of value
co-creation with the brand. With more user-generated content out there, the brand will
gain a larger reach with their brand, ultimately increasing the brand awareness of the
product.
15. - 9 -
Chapter 2
Understanding The Sports Fan
When looking into the effect of social media use during live sporting events, it
is important to understand the role that it plays within the sports industry as a whole.
In order to do that, one must take a look at those who are involved in the consumption
of sport, in particular the sports fan.
According to the National Collegiate Athletic Association (NCAA), “it is
important to distinguish between sports fans and sports spectators. Sports spectators
are people who attend sporting events (or watch events on television) for a reason
other than an attachment to the team. Sports fans, however, have a connection to the
team” (NCAA, 2014).
In the book, The Secret Lives of Sports Fans: The Science of Sports
Obsession, (Simmons, 2014) the author discusses the biology and psychology of
sports fandom, stating that there is compelling evidence that the relationship between
the sports fan and the sports team is essentially a real relationship within the brain.
This relationship causes the fan to feel whatever success the sports team experiences
as a personal success and whatever failure as a personal failure (Gambino, 2013).
This sense of fan identification leads to fans psychologically becoming part of the
sports team they support, causing them to share in the glory of winning as well as
suffering in the agony of defeat (Phua, 2010), more commonly known as basking-in-
reflected-glory (BIRG), a self-serving cognition that reflects individuals’ desire to
increase their association with successful others (Wann & Branscombe, 1990).
16. - 10 -
With this relationship between sports fan and the team they associate with in
mind, it is important to facilitate self-esteem responses to these fans, finding ways to
share successes with the team they follow in order to maintain a high level of
conative loyalty (Anderson, Fink & Trail, 2005). Through this concept of basking in
reflected glory, college athletic departments can find ways to directly enhance the
self-esteem of their fans by giving them a sense of control through engagement and
co-creation via social media.
As stated by Anderson et. al., (2005), “customers desire more than
functionality. They are emotional beings who also want intangible values such as a
sense of control, fun, aesthetic pleasure and enhanced self-esteem.” The ability for
these fans, experiencing a sense of BIRGing, to generate content on social media
about their team, gives them that feeling of control. Through this engagement with
the organization, via social media, the level of value co-creation felt by these fans will
likely increase, ultimately leading to more content generation. The more content these
fans generate, the more the brand awareness will increase as the content is shared
across social media platforms (i.e. retweet).
It is also important to understand how people are accessing their social media
platforms for content production and engagement during live sporting events. Based
on a study done by Sporting News Media in February 2013, over a third of sports fans
use smartphones to access sport content and of those fans, 36 percent access sports
content via their mobile devices at least once a day (Sporting News, 2013). With the
increased sales of mobile devices such as smartphones and tablets, as well as the
17. - 11 -
exponential growth of social media over the last two years, college athletic
departments essentially have a direct line of access to countless fans around the globe,
allowing for an opportunity to engage with these fans via 140 characters or less.
While understanding the sports fan is important, it is also very important to
understand the brand personality of college athletics as well. While research on brand
personality in sport is still in the early stages, suggestions have been made to athletic
departments to understand and actively develop their brand personality in order to
effectively market and position their brands (Braunstein & Ross, 2010). A
combination of group experience, history and tradition, venue and ritual establishes a
social identification with the team, ultimately leading to increased brand equity for
that team (Watkins, 2013).
As found in research by Robert Madrigal (2000), once an organization is able
to successfully tap into a consumer’s psychological connectedness, they create
something more meaningful to the individual than just a mere product. Finding a way
to connect the sport brand with the relationship that has been established within the
sports fan will help create loyalty and identification that will promote the brand
moving forward.
Social Media and Live Sports
As social media has continued to grow and develop, athletic departments
have utilized these platforms as a marketing tool and are continuing to find new ways
to connect with their fans in a more efficient manner. Just as athletic departments
have done with traditional media, it is important that marketers use social media as a
18. - 12 -
strategic brand platform to illustrate brand attributes (Miloch, Wallace & Wilson,
2011).
With more and more social media platforms becoming available, broadcasters,
governing bodies and athletic departments are all competing to engage with fans
during live sporting events (Hargrave, 2010). As a result, athletic departments must
find a way to differentiate themselves in order to maintain a strong brand identity. An
example of a way in which this was done in the professional side of sports was how
the Dallas Mavericks utilized fans to create the first-ever crowd sourced uniform
(Appendix B). When the team’s owner, Mark Cuban, decided it was time for a new
alternate uniform he turned to the fans, receiving more than 1,000 entries before
narrowing it down to 10 finalists that the fans would be able to vote on (Gaio, 2014).
In order to get to this point, where the fans help make decisions for the
organization, a relationship between the consumer and the organization must be
established. Social media platforms, such as Facebook, Twitter, Four Square and
LinkedIn are channels of social media that focus on relationships, shared interest and
fan identification (Turri, Smith & Kemp, 2013). With the need for these relationships
in mind, many entertainment professionals have begun utilizing these social media
platforms as ways to create and develop emotional ties between consumers and the
brand (Turri, Smith & Kemp 2013).
For example, after an unexpected win that leaves fans feeling the personal
success of their team, athletic departments should continue to promote the crowd’s
BIRGing through the use of post-game interaction and events (Anderson, Fink &
19. - 13 -
Trail, 2005). Social media provides an easy way for athletic marketing departments to
do this with fans both in the live venue and at home. One example of this is through
the use of the Oregon Social Command Center (Appendix C), where a group of
marketing employees continually monitor and engage with those sports fans who are
BIRGing on social media, helping to create a feeling of fan identification with their
fans.
Social media hubs like the one Oregon has also allows for athletic
departments, both collegiate and professional, the opportunity to find out exactly
what it is that fans want during live sporting events. As said by Brad Boron, the
Chicago Blackhawks’ assistant for new media and publications, “if fans didn’t tell us
what they like, or what the team needs to do more of, we wouldn’t be using [social
media],” (Martinez, 2010).
It is also important to understand that there are many platforms available to
communicate with fans during live sporting events now. While some organizations
are able to utilize television as a means of communication during live events, not all
sports bodies are fortunate enough to enjoy such mass followings, especially those
with much smaller markets. Social media now allows those smaller market athletic
departments the opportunity to deliver live coverage of sporting events directly to
their fans (Hargrave, 2010).
Not only is the use of social media platforms such as Twitter and Facebook on
the rise, applications in which fans can use during these live sporting events are
growing as well. In 2012, Kwarter, a mobile application factory, announced the
20. - 14 -
launch of FanCake, “an app that turns live televised sporting events into interactive
and social games, connecting millions of sports fans, teams, broadcasters, brands and
athletes to enhance the game watching experience” (FanCake, 2012).
As athletic departments are looking for ways to connect with their fans, it is
also important to understand that fans are no longer viewing live sports through only
one medium, but rather through multiple screens and mobile platforms, thus showing
that initiatives that can reach fans on a large scale and across platforms will ultimately
prove the most attractive to brands (Pardee, 2012). The use of the second screen
allows the fans to engage with the brand as “the most natural conversation happens on
game days, the most emotionally charged time of the week, when fans increasingly
supplement their viewing experience with a second screen” (Shpigel, 2014).
While second-screen use is important in understanding how to increase brand
personality, a study of event brand personality between social media users and non-
social media users found that brand personality items were higher for fans that
followed an event’s Facebook page, suggesting that social media during live sporting
events may be a contributing factor in influencing an event’s brand personality
(Walsh, Clavio, Lovell & Blaszka, 2013).
As a result of the co-creation these fans are producing, the use of social media
during live sporting events creates a form of electronic word-of-mouth (eWOM), or
as Bret Feddern of www.IowaHawkeyes.com calls it, “word of mouth on steroids”
(Steinbach, 2009). Even the athletes on the court understand the importance of social
media during their live sporting events. Erik Qualman, author of Socialnomics: How
21. - 15 -
social media transforms the way we live and do business, used to play basketball at
Michigan State and explained how “if someone is tweeting about the game while in
the stadium, it’s alerting people that something great is going on that they could be
missing” (Steinbach, 2009).
A clear example of how this quickly creates a buz about a college athletic
department’s brand is the 138-point performance by Jack Taylor of Grinnell College
in 2012 as mentioned earlier on. The Division III college basketball player set a
NCAA record with 138 points in a single game, instantly creating what the New York
Post refered to as “a social media sensation” (Raimondi, 2012).
While the virality of social media is a major reason in which college athletics
should be utilizing this tool as a marketing foundation, it is even more important to
understand what it is about these sports fans that makes them want to be a part of the
athletic deparment’s brand, and ultimately help co-create value with the brand via
social media.
22. - 16 -
Chapter 3
Explanation of Survey
Objective
The objective of this survey was to investigate the actions and behaviors of
avid sports consumers who utilize social media in order to determine what would
positively influence co-creation of value via social media platforms during live
sporting events. The survey not only measured the extent in which social media
platforms were used but also the measured the respondents’ live sporting event
consumption habits, social media interaction and social media tendencies when
looking for specific items.
Participants
Participants of the survey were selected using a convenience sample with a
link to the online survey being distributed via e-mail, Twitter, Instagram and
Facebook. Not only was the link e-mailed throughout the entire St. John’s Athletics
department, it was also shared on five separate Sports Information Director Facebook
group pages, guaranteeing response from avid sports fans who utilize social media.
As those social media users began to share the link via retweets and favorites, the
survey became available exposed to the followers and users of more people via a
snowball sampling method.
However, it was clearly explained to participants that if they do not meet the
criteria of avid sports fans and social media users that the survey should not be filled
23. - 17 -
out. Those who use social media strictly for the purpose of work, such as Sports
Information Directors (SID) who only use Twitter or Facebook accounts for their
respective sports, were also asked not to participate in the study.
Procedure
The survey was created online using Qualtrics, an online survey software and
insight platform, and was comprised of 20 different questions made up of varying
structures. The final three questions were created for demographic purposes to
understand the variety of respondents.
The first 17 questions were broken down to determine information based on
the following topics: overall social media use, live sport consumption, social media
use during live sporting events and social media interaction habits.
Once distributed, the survey was left available for respondents for one full
month from Nov. 1, 2014 until Dec. 1, 2014 before results were collected. In the span
of the one month, 211 responses were collected, 182 of which were fully completed.
The full results, including questions and a broken down analysis of each
respective answer, are available in Appendix D and will be discussed and evaluated in
the following sections.
24. - 18 -
Chapter 4
Survey Results
The results of the survey issued were collected during a one-month span from
Nov. 1, 2014 until Dec. 1, 2014 and included 182 fully completed responses.
Demographic Breakdown
Among the 182 full responders were 110 males (60%) and 72 females (40%).
The majority (75%) of responders were between the ages of 18 and 34 years old
while ages of responders varied from 18 to 64 years old. More than three-quarters of
the respondents have finished college with 44% of the sample graduating with a four-
year college degree and 35% earning a Master’s degree.
Social Media Use
Based on 211 responses, the most used social media platforms were Facebook
(98%), Twitter (83%), Instagram (72%) and YouTube (70%) while Snapchat (50%)
also was used. When asked to rate the social media platforms in order of preference
based on use in a one-week period, Facebook (36.88%) and Twitter (30.26%) made
up for over two-thirds of the social media usage.
The majority of users access social media using their smartphone (95%) or
computer (93%) while just over half of the respondents (51%) use a tablet to access
the social media platforms.
25. - 19 -
Live Sport Consumption
Based on the results, respondents, over the past year, have watched live
sporting events using a variety of different means: at home on TV (99%), in-person
(95%), in a public place (94%), via a live stream on a mobile device (74%) or on the
radio (66%). With nearly all of the respondents having watched live sporting events at
home on their television at least once over the past year, the sample also responded
that it watches live sporting events at home on their televisions nearly half (46.45%)
of the time it consumes live sports.
Social Media Use During Live Sporting Events
When asked which social media platforms the respondents have used during a
live sporting event in the past year, the majority of the sample chose Twitter (80%)
and Facebook (70%). The top two reasons for using social media during a live
sporting event were to seek additional information about the event (24.75%) and to
voice a personal opinion and thought about the team (20.32%).
The majority of topics discussed on social media during live sporting events
were in regards to team information (61%) and recent news about the team (60%)
while just over four-fifths (81%) of the sample has turned on a live sporting event
solely because of something they saw on social media. When asked how often this
has happened, a combined 99% said it occurred at least once while 38 respondents
(26%) admitted to this happening more than 10 times over the last year. The survey
26. - 20 -
also found that 41% of the sample turned to social media as a primary source for
information about a live sporting event that they could not watch live.
Social Media Interaction
The survey did not give a clear answer as to where respondents get their
hashtags (#) on social media: made it up (30%), used the official hashtag of the
team/event (28%), do not use hashtags at all (21%) or saw it used by someone else
(20%).
In regards to social media interaction, the survey found that 68% of
respondents were either unlikely (33%) or very unlikely (35%) to respond if an
official social media account posted a question looking for fan feedback. Of those that
would respond, the reason behind the response is either to interact with other fans
(38%), have an impact on the brand (33%) or seek recognition from the brand (25%).
However, the survey found that if a brand’s social media account recognizes
the fan on social media (i.e. retweet, favorite, etc…), 68% of those respondents would
be likely (44%) or very likely (24%) to continue to engage with the brand in the
future.
27. - 21 -
Chapter 5
Conclusion and Discussion
As seen in the survey’s results, more than three-quarters (80%) of the
respondents have used Twitter during a live sporting event over the past year with the
majority of people citing “seeking additional information about the event” and “voice
personal opinions and thoughts about the team” as the top two reasons for this use.
These results have a direct correlation with the results from the study done by
Kim (2013) on the uses and gratifications of sports media audiences that found
audiences use Twitter during live sporting events for four main reasons: 1) social
desire satisfaction 2) gather game-related information 3) fan affiliation and 4)
diversion and maximization of entertainment (Kim, 2013). The results are also
equivalent to a study done by Pronschinske (2012) which states that “real-time
information is one of the most attractive features of social network sites”
(Pronschinske, Groza & Walker, 2012).
One thing that was learned over the past year is that sports fans on social
media have tuned into live sporting events solely because of something that they may
have seen on Twitter or Facebook. The results from this survey proved this as 81%
(n=147) of the respondents admitted to having done that at least once over the past
year, with 26% (n=38) of those people having done it more than 10 times in the past
year. What this entails is that a simple tweet or post on social media can instantly turn
a sports fan towards an athletic department’s brand. Even more importantly, if this
tweet or post on social media comes from one of the fans directly, an example of
28. - 22 -
user-generated content, the reach of that post now spreads to all of those that follow
the fan’s social media, further increasing the brand’s reach and more importantly, the
brand’s awareness thanks to that fan’s co-creation.
Just as teams and fans are turning towards social media to get information out
to the public, the media is becoming heavily reliant on sports for content and
audience engagement, giving athletic department’s a greater opportunity to promote
their brand not only through fans but the media as well (Rowe, 2014).
With this opportunity present, athletic departments must have an
understanding of how to interact with their followers in order to create engagement.
What the results of the survey showed is that when asked for fan feedback by an
official account, respondents are not likely to respond (68%) but once engaged by the
brand (via a retweet, favorite, etc…), they become more likely (68%) to engage with
the brand in the future. By increasing the fans engagement, the organization will
create more trusting relationships, ultimately increasing the sense of value co-creation
which will lead to more fan-generated content which spreads the awareness of the
organization’s brand.
Research has found that as fans become more actively involved in the co-
creation process of the brand, they may also exhibit more loyal behavioral intentions
and overall advocacy for the brand as well (Turri, Smith & Kemp, 2013). Based on
the survey results, combined with the knowledge that live sporting events attracts and
returns large audiences because of the ethos of competition and uncertain outcomes
(Rowe, 2014), it can be concluded that athletic marketers must engage with fans
29. - 23 -
before, during and after live sporting events to continue to gain a relationship with
those fans in order to continue to build a stronger relationship throughout their fan
base. With the relationship in place, fans will be able to generate content about the
brand as well as favorite, retweet and share the content that is already on these social
media platforms about the brand, increasing the brand’s overall awareness.
The results of the survey also proved the growing use of second-screen
viewing during live sporting events and the impact that social media has on fans
during those events. As stated in research that dates back two decades, “besides just
watching sports broadcasts, fans are likely to share the game experience with family,
friends and other fans who are following the same team” (Gantz & Wenner, 1995).
What this means, along with the concept of co-creation discussed above, is that fans
have the ability to generate content with the brand during live sporting events via a
second screen (i.e. smartphone), which gives the organization the opportunity to
engage with the fans in order to boost the likelihood of brand exposure and ultimately
brand awareness via social media.
As social media continues to expand, so do the opportunities for athletic
departments to share their brand to the millions of users. As explained by
Pronschinske (2012), “advertising the official Facebook pages or Twitter accounts
during in-game promotions is a great way to display that there are official pages
formed and the team would like to engage with fans” (Pronschinske, Groza &
Walker, 2012). With a simple retweet on Twitter or share on Facebook by their fans,
an athletic department is able to exponentially grow the audience in which their brand
30. - 24 -
is reaching, providing an opportunity for marketers that has never been available
before. Geoff Gower (2014) says it best when he describes the benefit of co-creation:
“Co-Creation makes for a happy, involved audience and a brand that trusts that
audience enough to put it at the heart of its messaging – it’s a win-win situation all
around” (Gower, 2014).
With the ability to create and share content at the luxury of their fingertips,
fans have the ability to co-create value with these athletic departments in real-time at
live sporting events, giving those fans a feeling of appreciation, loyalty and
engagement with the brand they support while allowing athletic departments to
continually expand on their brand engagement strategies. The idea of marketing via
social media during live sporting events is becoming more and more prevalent both at
the college and professional level and it is important that athletic marketers are able to
engage with fans to let them produce value for the brand.
While technology will continue to develop, it is important that athletic
departments are able to continuously adapt alongside of the technological
advancements and mold their marketing strategies to fully utilize all of the
opportunities that become present. As stated by David Rowe (2014), “the media
world is in a moment of pronounced transition precipitated in particular by the rise of
the Internet, which has happened so quickly and comprehensively as to have made it
difficult to imagine life without it” (Rowe, 2014).
31. - 25 -
Chapter 6
Limitations and Future Research
Because technology is constantly growing and marketers are adapting their
strategies to fit the world around them, it is important that the research on these topics
also be updated as technological advancements occur. For example, if a new social
networking platform becomes an integral part of our digital society, the current
research about an older platform may not be as relevant as new research will be.
While the concepts will likely remain the same, it is important that not only the
consumers learn how to use new platforms but that the athletic departments that will
be targeting those consumers understand how they are used as well.
Moving forward, further research should be conducted on the psychology of
the sports fan during live sporting events, specifically targeting the similarities and
difference between their actions in their physical personalities (i.e. physically present
at the game) and their digital personalities (i.e. how they act on social media). In
doing this, research can be found to help marketers determine the amount of
difference needed when marketing to the digital consumer and the physical in-game
consumer.
Future research could also be done on the connection between official
hashtags of an athletic department/team during in-game promotions and contests and
the amount of results/responses that are acquired with and without the hashtag. This
information will help athletic department marketers to understand the extended reach
and potential increase in the response rate of their fans when trying to promote a
32. - 26 -
brand during a live sporting event. This research can also include whether it is more
helpful to have the fans help in the decision of what an official hashtag is, utilizing
the concept of value co-creation with the brand to help in the establishment of such a
hashtag.
33. - 27 -
Appendix A: Twitter User Profile Study
(Infographic courtesy of DB5)
Figure I – Results from a study on Twitter User Profiles by DB5
34. - 28 -
Appendix C: Dallas Mavericks Crowdsourced Uniform
(Photo courtesy of Dallas Mavericks)
Figure IV - Winning jersey design in Mark Cuban’s fan contest for the 2015-
16 season created by Geoff Case.
35. - 29 -
Appendix B: Oregon Social Command Center
(Photos courtesy of Oregon Athletics)
Figure II – The Oregon University “Quack Cave” serves as the Social Media
Command Center for Oregon Athletics
Figure III – An inside look at the Quack Cave hashtag dashboard
36. - 30 -
Appendix D: Survey Results
1. Do you consider yourself an avid sports fan?
# Answer Response %
1 Yes 188 89%
2 No 23 11%
Total 211 100%
2. Do you use of social media (i.e. Facebook, Twitter, Snapchat, Instagram,
YouTube, etc...)?
# Answer Response %
1 Yes 210 100%
2 No 1 0%
Total 211 100%
3. Which of the following social media platforms do you use? (Check all that apply)
# Answer Response %
1 Twitter 176 83%
2 Facebook 206 98%
3 YouTube 148 70%
4 Snapchat 105 50%
5 Instagram 151 72%
6 None 0 0%
4. Using a 100-point scale, please rate the following social media platforms in order
of preference of use for a one-week time period:
# Answer Min Value Max Value Average Value Standard Deviation
1 Twitter 0.00 100.00 30.26 24.61
2 Facebook 0.00 100.00 36.88 26.20
3 YouTube 0.00 90.00 10.15 13.65
4 Instagram 0.00 80.00 15.92 16.70
5 Snapchat 0.00 100.00 6.44 10.54
5. Which of the following platforms do you use to access your social media? (Check
all that apply)
# Answer Response %
1 Smartphone 200 95%
2
Tablet (i.e. iPad, Surface, Kindle,
etc...)
107 51%
3 Computer 196 93%
4
Gaming Device (i.e. Xbox,
PlayStation, etc...)
7 3%
5 Smart TV 2 1%
6 DVD/Blue-Ray Player 2 1%
37. - 31 -
6. Over the last year, which of the following ways have you watched a live sporting
event? (Check all that apply)
# Answer Response %
1 In-person 176 95%
2 At home on TV 184 99%
3 In a public place (i.e. bar, restaurant,etc..) 174 94%
4
Via a live stream on your mobile device (i.e.
WatchESPN, FOX Sports Go, etc...)
138 74%
5 On the radio 122 66%
6 Have not watched a live sporting event 2 1%
7. Using a 100-point scale, please show the estimated percentages of how you
consumed live sporting events over the past year:
# Answer
Min
Value
Max
Value
Average
Value
Standard
Deviation
1 In-Person 0.00 95.00 29.82 24.82
2 At home on TV 0.00 100.00 46.45 24.40
3
In a public place (i.e. bar,
restaurant, etc...)
0.00 90.00 11.97 13.39
4
Via a live stream on your mobile
device (i.e. WatchESPN, FOX
Sports Go, etc...)
0.00 40.00 6.72 8.04
5 On the radio 0.00 100.00 4.53 10.86
8. While watching a live sporting event over the past year, which of the following
social media platforms have you used? (Check all that apply)
# Answer Response %
1 Twitter 140 80%
2 Facebook 123 70%
3 YouTube 19 11%
4 Snapchat 51 29%
5 Instagram 67 38%
9. Using a 100-point scale, rate the reasoning for why you engage in social media use
during a live sporting event:
# Answer
Min
Value
Max
Value
Average
Value
Standard
Deviation
1 Discussions with other fans 0.00 100.00 15.17 21.77
2
Seeking additional information
about the event
0.00 100.00 24.75 28.39
3
Voice personal opinions and
thoughts about the team
0.00 100.00 20.32 24.25
4 Share pictures that display the 0.00 100.00 15.34 20.34
38. - 32 -
team/event
5
Interaction with the specific
athletes/team
0.00 99.00 3.23 10.00
6
Personal/Non-event related
reasons
0.00 100.00 13.80 24.73
7
See your tweet/picture on the
videoboard in the arena or on
TV
0.00 100.00 1.31 7.75
8
Checking in/Letting others
know you are at the event
0.00 100.00 6.23 13.37
10. When talking about a live sporting event on social media, what other topics do
you tend to discuss as well:
# Answer Response %
1
Team information (i.e. roster, coaching staff,
etc...)
112 61%
2
Recent news involving the teams (i.e. recent
trades, community service, etc...)
110 60%
3 Information about the league 59 32%
4
Brand-related items (i.e. jerseys,
memorabilia, etc...)
46 25%
5
I only talk about what is happening in the
game
56 31%
11. Over the past year, have you turned on a live sporting event because of
something you have seen on social media?
# Answer Response %
1 Yes 147 81%
2 No 35 19%
Total 182 100%
12. If yes, how many times has this happened over the last year?
# Answer Response %
1 Only one time 2 1%
2 1-3 times 42 29%
3 3-5 times 33 23%
4 5-10 times 31 21%
5 More than 10 times 38 26%
Total 146 100%
13. When looking for information about a live sporting event that you cannot not
watch, where is the first place you look?
# Answer Response %
39. - 33 -
1
Social Media (i.e. Official Team
Twitter)
74 41%
2 TV (i.e. SportsCenter) 11 6%
3
Online (i.e. Official Team Website,
ESPN.com, etc...)
67 37%
4 Mobile App (i.e. ScoreCenter) 29 16%
5 Other 1 1%
Total 182 100%
14. When using a hashtag ("#") on social media, where do you primarily find the
hashtag you want to use?
# Answer Response %
1
Official hashtag of the
team/event
51 28%
2 Made it up 55 30%
3 Saw it used by someone else 37 20%
4 Do not use hashtags 38 21%
Total 181 100%
15. When an official social media account (i.e. @NBA) posts a question looking for
fan feedback, how likely are you to respond?
# Answer Response %
1 Very Unlikely 64 35%
2 Unlikely 60 33%
3 Undecided 34 19%
4 Likely 22 12%
5 Very Likely 3 2%
Total 183 100%
16. If you do respond to an official social media account's question (as asked in the
previous question), what is your primary reason?
# Answer Response %
1
Hoping to have an impact on the brand (i.e.
The brand uses your suggestion)
8 33%
2
Seeking recognition from the brand (i.e.
Retweet, Favorite, etc...)
6 25%
3 Expecting to interact with other fans 9 38%
4 I was bored 1 4%
Total 24 100%
17. If recognized by a brand's social media account (i.e. Retweeted, Favorited,
displayed during the event, etc...), what is the likelihood that you would continue to
engage with their brand in the future?
40. - 34 -
# Answer Response %
1 Very Unlikely 9 5%
2 Unlikely 10 6%
3 Undecided 39 22%
4 Likely 79 44%
5 Very Likely 43 24%
Total 180 100%
18. What is your gender?
# Answer Response %
1 Male 110 60%
2 Female 72 40%
Total 182 100%
19. What is your age? (U.S. Census 7 Categories)
# Answer Response %
1 18-24 years 51 28%
2 25 to 34 years 85 47%
3 35 to 44 years 27 15%
4 45 to 54 years 10 5%
5 55 to 64 years 9 5%
6 65 years and over 0 0%
Total 182 100%
20. What is the highest level of education you have completed?
# Answer Response %
1 Less than High School 0 0%
2 High School / GED 3 2%
3 Some College 28 15%
4 2-year College Degree 3 2%
5 4-year College Degree 80 44%
6 Masters Degree 64 35%
7 Doctoral Degree 3 2%
8
Professional Degree (JD,
MD)
1 1%
Total 182 100%
41. - 35 -
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44. VITA
Name Kevin M. Fountain
Date of Birth August 16, 1989
Elementary School St. John the Apostle
Clark, NJ
Date Graduated June 2003
High School Roselle Catholic
Roselle, NJ
Date Graduated June 2007
Baccalaureate Degree Bachelor of Science
Sports Management
Seton Hall University
South Orange, NJ
Date Graduated May 2011
Masters Degree Master in Business Administration
Marketing Management
St. John’s University
Queens, N.Y.