Honors Projects

Abstract

This study examines how classifications of social media content influence consumer engagement within the context of collegiate athletics. Focusing on the Bowling Green State University football team's official Instagram account, the research analyzes posts from the 2025 football season by exploring how content type, post format, and engagement metrics relate to visibility and reach. Guided by theoretical frameworks including vividness, interactivity, and the Theory of Planned Behavior, the study employs a quantitative analysis using publicly available engagement metrics. This research contributes to growing literature on sport and social media by addressing a gap in classification-based engagement analysis. Findings provide a foundation for understanding the relationship between the structure of sport media posts and fan engagement, and highlights areas for future research.

Department

Business Education

Major

Marketing

Second Major

International Business

First Advisor

Jodi Devine

First Advisor Department

Honors Program

Second Advisor

Steven Koppitsch

Second Advisor Department

Marketing

Third Advisor

Meredith Flaherty

Third Advisor Department

Sport Management

Publication Date

Winter 12-7-2025

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