The Impact of Content Characteristics on Twitter Audience Engagement: An Empirical Investigation of the Canadian NHL Organizations

Informace o vysokoškolské kvalifikační práci

Název práce:
The Impact of Content Characteristics on Twitter Audience Engagement: An Empirical Investigation of the Canadian NHL Organizations
Autor práce:
Mukhin, Nikita
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Machek, Ondřej
Osoba oponující práci:
Dvouletý, Ondřej
Jazyk práce:
English
Abstrakt:
The aim of the research was to empirically investigate user engagement on the official Twitter pages of professional ice-hockey organizations. The hypotheses were formulated based on the Uses & Gratifications theory and the degree of vividness of a brand post. In particular, academics have identified information-seeking, entertainment, and interactivity as one of the primary motives for audiences to engage with the media content. The framework for a degree of the content vividness was developed as follows: the low level was represented with posts embodying text only, the medium level contained images, while the highest level was considered to be a tweet that was accompanied with a video, which was further divided into two sub-categories of game highlights and videos with out of the rink activities. The results showed that ice-hockey fans are more likely to engage with the content that was posted on the social media pages if it contains an entertaining or interactive type of content. Furthermore, it was found that low vivid characteristics, thus tweets containing only text have a significant and positive impact on the number of times users replied to the post.
Klíčová slova:
user engagement; social media content analysis; social media; strategic social media management; professional sports organizations

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/Management
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of strategy
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
20. 1. 2020
Datum podání práce:
13. 5. 2020
Datum obhajoby:
18.06.2020

Soubory ke stažení

Hlavní práce:
72196_mukn00.pdf [783,13 kB]
Oponentura:
66860_xdvoo06.pdf [265,35 kB]
Hodnocení vedoucího:
72196_maco01.pdf [384,46 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/72196/podrobnosti