Theses and Dissertations
Issuing Body
Mississippi State University
Advisor
Zimmerman, Matthew H.
Committee Member
Twietmeyer, Gregg
Committee Member
Lee, Younghan
Date of Degree
5-4-2018
Document Type
Graduate Thesis - Open Access
Major
Kinesiology (Sport Studies)
Degree Name
Master of Science
College
College of Education
Department
Department of Kinesiology
Abstract
Collegiate athletic departments are experiencing large financial growth in part to their relationships with sport apparel brands. The big three apparel companies of Nike, adidas, and Under Armour control all athletic department apparel contracts within the Power 5 conferences. This study examined what benefits apparel companies receive from their connection to collegiate basketball teams by analyzing the frequency and use of the brand name and brand hashtag on Twitter by fans of fifteen collegiate sport organizations. Through the lens of the social capital theory, the researcher found a limited connection between the sport apparel brands and the individual basketball teams. The finding suggested that sport apparel brands need to develop a new social media strategy in order to better connection with the collegiate basketball fans in an online environment.
URI
https://hdl.handle.net/11668/17552
Recommended Citation
Slater, Kelsey, "Just Do It: Sport Apparel Branding on Twitter" (2018). Theses and Dissertations. 2894.
https://scholarsjunction.msstate.edu/td/2894
Comments
social media||sport apparel||branding||Twitter||collegiate athletics