Social Media's Role in Oregon Athletics' Relationship with Current University of Oregon Students
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This study seeks to understand the role social media plays in relationships between brands and their publics. More specifically, this study analyzes Oregon Athletics' relationship with current University of Oregon students. Relationship research is extensive but research on social media's role in relationship building is less substantial. Social media is referenced as an important venue for relationship building but not much is said about how to use the media to build relationships. This study used data gathered from an online questionnaire to detennine the relationship between Oregon Athletics and current University of Oregon students. The questionnaire also shed light on what platfonns students use and students' posting habits. Although no definitive claims can be made from this data, the infonnation gained from this study can help Oregon Athletics better understand its relationship with current students and better understand how current students use social media.