Kurt A. Wirth

Abstract

This study is a survey-based examination of social media's relationship with identity and behavioral intentions in the area of collegiate athletics. Based on social identity and organizational identity theories, this study focuses on the role that social media can play in the development of individuals' attitudes and the behaviors that result from them. In doing so, the study becomes one of the first to analyze this relationship and provides a benchmark with which to help develop future studies. Findings show significant correlations between the consumption of an athletic program's social media campaign, level of self-identity with that program, and likeliness to engage in program-friendly behaviors among the sample.

Library of Congress Subject Headings

College sports--Marketing--Research--New York (State)--Rochester; Internet marketing; Social media; Fans (Persons)--Attitudes

Publication Date

2-27-2014

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Patrick Scanlon

Advisor/Committee Member

Tracy Worrell

Advisor/Committee Member

David Neumann

Comments

Physical copy available from RIT's Wallace Library at GV351.3.N7 W47 2014

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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