View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by ScholarWorks@UARK University of Arkansas, Fayetteville ScholarWorks@UARK Theses and Dissertations 5-2016 Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis Kristin Elise Pearson University of Arkansas, Fayetteville Follow this and additional works at: http://scholarworks.uark.edu/etd Part of the Journalism Studies Commons, Mass Communication Commons, Social Media Commons, Sports Management Commons, and the Sports Studies Commons Recommended Citation Pearson, Kristin Elise, "Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis" (2016). Theses and Dissertations. 1581. http://scholarworks.uark.edu/etd/1581 This Thesis is brought to you for free and open access by ScholarWorks@UARK. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of ScholarWorks@UARK. For more information, please contact
[email protected]. Understanding How the Southeastern Conference Football Teams Use Twitter Through a Content Analysis A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Journalism by Kristin Elise Pearson University of Arkansas Bachelor of Science Education in Recreation & Sport Management, 2013 May 2016 University of Arkansas This thesis is approved for recommendation to the Graduate Council. ____________________________________ Dr. Jan Wicks Thesis Director ____________________________________ ____________________________________ Dr. Ignatius Fosu Dr. Stephen Dittmore Committee Member Committee Member Abstract The influence of social media on intercollegiate athletic departments has been prominent in the past few years. With tight budgets, the departments are forced to find different means of marketing and promoting their brand – through embracing social media platforms.