Over the past decade, there have been many studies (e.g., Pegoraro, Scott, & Burch, 2018) focused on Facebook and the sport industry, but no known research has examined how National Collegiate Athletic Association (NCAA) sports teams employ this social media platform for recruiting purposes. With NCAA social media legislation undergoing an overhaul in 2016, teams and coaches are now enjoying newfound freedoms in communicating with recruits. Therefore, the purpose of this dissertation was to employ a content analysis to examine the social networking practices in Division I women’s golf. Using data from 40 programs, the study examined the content and themes of Facebook posts to measure how programs utilized social media to promote themselves and interact with recruits and stakeholders. The study analyzed the usage patterns based on coaching staff demographics and investigated whether the use of ancillary components of programs’ Facebook posts led to greater engagement. Furthermore, the investigation examined the impact of team rankings on the content posted. In analyzing the multimedia content posted, multiple one-way ANOVA were conducted and revealed that likes, reactions, and comments differed significantly ( p < .01) according to post type and post theme. Tukey’s HSD test found significant differences between mean number of likes for several post types at the p < 0.05 level. Chi-square analyses yielded significant findings between ranking and post theme (p < .01), between coaching staff members’ gender and post type ( p < .05), and between the age of coaching staff members and post type and post theme (p < .01). Based on these and other findings, recommendations for scholars (e.g., the need for researchers to extend the development of social media study in sport) and practitioners (e.g., the need for coaches to have a more thorough understanding of the trends in social media so they can capitalize on the promotional and interactive opportunities) are provided.
|Advisor:||Pedersen, Paul M.|
|Commitee:||Burch, Lauren M., Sailes, Gary A., Williams, Antonio S.|
|Department:||School of Public Health|
|School Location:||United States -- Indiana|
|Source:||DAI-B 79/12(E), Dissertation Abstracts International|
|Keywords:||Coach, Facebook, Golf, NCAA, Social media, Strategy|
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