Social Media's Role in Oregon Athletics' Relationship with Current University of Oregon Students
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Date
2014-06
Authors
Chock, Kaitlyn
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
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.
Description
42 pages. A thesis presented to the School of Journalism and Communication, and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2014.
Keywords
Sports, Athletics, Public relations, Sports communication, Social media, Relationship research, Oregon Athletics