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Thesis
Tweeting with a purpose: how Major League Baseball players can enhance the fan experience through Twitter
Master of Science (M.S.), Drexel University
23 May 2012
DOI:
https://doi.org/10.17918/etd-4228
Abstract
The purpose of this study was to determine the type of Twitter usage by MLB players that has the greatest impact on the fan experience, ultimately leading to an improvement in the practices of players with regard to their use of Twitter in such a way that fans feel a greater sense of connection. With the rise in usage of the social networking site Twitter by Major League Baseball (MLB) players and fans comes a new avenue for connectivity on a level never seen before. This valuable tool for improving the fan experience has grown so quickly that studies of Twitter are scarce, despite more than 33 percent of active MLB players having verified Twitter accounts. The tweets of 20 MLB players were observed and categorized for a period of one week in order to track the current habits of players who use Twitter and determine what players are currently doing on the site that contributes to a gain in followers. Through the distribution of a survey link using Twitter, 215 respondents made up the representative sample whose answers were used in the data analysis that answered research questions about what types of tweets fans prefer, with what frequency fans want the players to tweet, and whether or not a players' Twitter use can affect their popularity as much, or more so, than their performance on the field. Some of the quantitative data were analyzed using descriptive statistics and a Likert Scale, while for yes/no questions a normal approximation to the binomial theorem was used, generating a confidence interval for the true mean. Specific acts of fan engagement by MLB players on Twitter proved to enhance the fan experience for those involved, and also led to an increase in followers for that player. While Twitter users who follow MLB players did indicate some varied levels of preference for certain types of tweets, those results were inconclusive. Above all, respondents indicated a preference for information-sharing by the players, which includes any insights by the player into games, teammates or any facet of their professional life. An abundant quantity of tweets proved to be a likely detriment to fans' level of interest when following MLB players. Finally, the examples of players who gained a substantial number of followers in one week proved that their Twitter use over that week made a difference in their level of popularity. With so many Twitter users indicating the desire for responses from MLB players, future research could examine the types of fan tweets to which the players are most likely to respond, or the types of tweets athletes send seeking responses from fans. Future research might also look at whether burnout as well as saturation will come into play as more and more athletes begin using Twitter to connect with fans. The interactions and connections can no doubt be rewarding, but demand a large chunk of time from both parties.
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Details
- Title
- Tweeting with a purpose
- Creators
- Karen Auerbach - DU
- Contributors
- Amy Giddings (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Drexel University
- Other Identifier
- 4228; 991014632591404721