Master of Education in Applied Human Development Graduate Projects

Abstract

Social media has become an essential tool for communication and interaction in the sports industry, transforming how teams connect with their fans. Platforms like X (formerly Twitter), TikTok, Facebook, and Instagram offer dynamic spaces for teams to share content, engage directly with followers, and build online communities. For professional sports organizations, the ability to foster engagement with fans is crucial. It not only enhances the fan experience but also plays a significant role in driving loyalty. It gives organizations an opportunity to understand the motivations, loyalty, and relationships of their fan base through insights gained from social media (Kaya and Argan 2024). These sprot teams also are working to build fan loyalty principally through engagement and interaction with fan bases with the hope that it will trickle down into other areas like merchandise sales (Hipke & Hachtmann, 2014), increased ticket sales, and long-term support for the team.

Advisor

Dr. Sungho Cho

Second Reader

Dr. Ray Schneider

Semester

Spring

Year

2025

Degree

M.Ed.

Program

Sport Administration

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