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MEASURING ACCOMMODATION on FACEBOOK BETWEEN SINGLE-A MINOR LEAGUE BASEBALL TEAMS and FACEBOOK USERS Michael James Stocz University of New Mexico

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MEASURING ACCOMMODATION on FACEBOOK BETWEEN SINGLE-A MINOR LEAGUE BASEBALL TEAMS and FACEBOOK USERS Michael James Stocz University of New Mexico University of New Mexico UNM Digital Repository Health, Exercise, and Sports Sciences ETDs Education ETDs Summer 7-28-2017 MEASURING ACCOMMODATION ON FACEBOOK BETWEEN SINGLE-A MINOR LEAGUE BASEBALL TEAMS AND FACEBOOK USERS Michael James Stocz University of New Mexico Follow this and additional works at: https://digitalrepository.unm.edu/educ_hess_etds Part of the Health and Physical Education Commons Recommended Citation Stocz, Michael James. "MEASURING ACCOMMODATION ON FACEBOOK BETWEEN SINGLE-A MINOR LEAGUE BASEBALL TEAMS AND FACEBOOK USERS." (2017). https://digitalrepository.unm.edu/educ_hess_etds/91 This Dissertation is brought to you for free and open access by the Education ETDs at UNM Digital Repository. It has been accepted for inclusion in Health, Exercise, and Sports Sciences ETDs by an authorized administrator of UNM Digital Repository. For more information, please contact [email protected]. Mike Stocz Candidate Department of Health, Exercise, & Sports Sciences Department This dissertation is approved, and it is acceptable in quality and form for publication: Approved by the Dissertation Committee: Evan Frederick, Ph.D., Co-Chair John Barnes, Ph.D., Co-Chair Luke Mao, Ph.D. Marissa Floyd, Ph.D. Ann Pegoraro, Ph.D. I MEASURING ACCOMMODATION ON FACEBOOK BETWEEN SINGLE-A MINOR LEAGUE BASEBALL TEAMS AND FACEBOOK USERS Mike Stocz B.S., Sport Management, Winthrop University, 2011 M.S., Sport Management, Ithaca College, 2012 Submitted to the faculty of the University Graduate School in partial fulfillment of the requirements for the degree Doctor of Philosophy Health, Exercise, & Sports Sciences University of New Mexico December 2017 II © 2017 Mike Stocz ALL RIGHTS RESERVED III ACKNOWLEDGEMENTS Dr. Evan Frederick. Words cannot express how much Evan has helped, guided, mentored, and shaped me into the academic, and person, that I’ve become. I was blessed to have Evan as my chair throughout this process, and I am honored to have worked with him. Thank you, Evan. It has been a privilege working with you. Dr. John Barnes. Thank you for taking me on as an advisee for my dissertation. The phrase “If you are not careful, you might just learn something” always came to mind during our conversations, and after this dissertation, I feel as though that saying has become more of a two- way street between us. Thank you for your guidance. Dr. Luke Mao. I cannot thank you enough for your suggestions with this dissertation, as well as the ways that you have challenged me as a researcher. The perspective you have brought to all of my work has only made it better. The preparation you put forth for this project was immense, and is greatly appreciated. Dr. Marissa Floyd. Thank you for challenging me to be more descriptive with my work. It is easy for one to give a general overview, but with your advice and encouragement, this dissertation became more complete. Dr. Ann Pegoraro. First, thank you for letting a first-year Ph.D. student aid on some of your research projects. It has been an honor working with you. Next, thank you for challenging me to become more comfortable with various software packages surrounding social media. Without your advice, I would still be collecting data for this project. Lindsey Pitting ton. Thank you for your continued support, love, and understanding at home. Thank you for your help in navigating the statistical analyses. IV Dan Krywaruczenko and Kelly Johnson. Thank you for your editing suggestions for this project. Jim Stocz. Thank you for your wisdom, and support of my education adventures. You have been a great father to me. Debbie Stocz. Thank you for pushing me to be better than I ever thought I could be, and understanding that my journey will take me to faraway places. You are the best mother I could have asked for. The rest of my friends and family. Thank you all for your support over the years! I couldn’t have completed this document, or completed any other tasks, with you. V MEASURING ACCOMMODATION ON FACEBOOK BETWEEN SINGLE-A MINOR LEAGUE BASEBALL TEAMS AND FACEBOOK USERS Mike Stocz B.S., Sport Management, Winthrop University, 2011 M.S., Sport Management, Ithaca College, 2012 Ph.D., Sport Administration, University of New Mexico, 2017 Abstract Social media has changed the ways in which a business communicates with their target consumers (Smith, 2009). While previous computer mediated communications involved businesses communicating through a one-way channel, social media has made businesses become more responsive to consumers by opening up online communications as a two-way channel. Businesses are not only a part of the social media revolution, but have also worked to increase their social media reach. Funk (2013) suggested that social media managers need to continually monitor the success of their posting strategies on all mediums to improve their overall quality of posting strategies. Yet, many of the available measures for Facebook are based off of post’s likes, shares, and number of comments. An avenue which may provide some deeper insights into the ways in which a Facebook page’s fans are interacting with a host’s page can be found through the communication accommodation theory (CAT). Dragojevic, Gasiorek, and Giles (2014) described the communication accommodation theory (CAT) as “[a theory that] seeks to explain and predict such communicative adjustments, and model how others in an interaction perceive, evaluate, and respond to them” (p. 1). CAT’s flexibility has been observed in the ways in which people adapt their language to others (Chen, Joyce, Harwood, & Xiang, 2016), between professor and students (Gasiorek & Giles, 2015), and even on social media (Goode & Robinson, 2013; He, Zheng, VI Zeng, Luo, & Zhang, 2016). These previous examinations overviewed the ways in which communicators act, but can there be a way to use CAT as a measure of social media post success? These studies used CAT as a means of understanding the theory’s interaction with traditional Facebook metrics, such as likes and number of comments. This was significant as the theory had yet to be applied in such a manner, and as previous research suggested, the results could be of great interest to sports organizations and social media in sport researchers. The following research was designed to introduce CAT into a practical setting for social media managers while primarily examining Minor League Baseball (MiLB) at the Single-A level. Single-A baseball has not been examined solely in a social media setting, which was why this level of MiLB was selected. Study A was designed to measure the levels of accommodation across various posting strategies (neoliberal, social, team related, open code) and the subsequent number of likes and number of comments accompanying each post. The accommodation scores, measured through the Language Inquiry and Word Count software (LIWC, pronounced “Luke”), accompanied by a series of algorithms, and the traditional measures for traditional Facebook metrics were measured using a regression analysis. There was some evidence to suggest that number of comments was correlated to LSM scores, while various posting types were significant at the team level. Study B was designed to measure the differences between the most and least liked Single-A MiLB Facebook pages in terms of levels of accommodation. Again, this exploration utilized regression to measure accommodation’s influence on likes and number of comments. As expected, traditional Facebook metrics such as likes and number of comments per post were higher for the team with more page likes, although accommodation scores were higher VII for the team with fewer page likes. The implications of these studies, and future direction for social media academics and practitioners, are also explored. VIII TABLE OF CONTENTS Page Acknowledgements ....................................................................................................................... IV Dissertation Overview .................................................................................................................. VI List of Tables ............................................................................................................................... XII List of Figures ............................................................................................................................. XIII List of Regression Models ......................................................................................................... XIV List of Appendices ....................................................................................................................... XV Chapter 1- Introduction ................................................................................................................1 Introduction ..................................................................................................................................2 Purpose of Study A ......................................................................................................................4 Purpose of Study B .......................................................................................................................5 Selection of Teams and Posts .......................................................................................................6 Research Questions Study A ........................................................................................................7 Significance of Study A ...............................................................................................................8
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