Abstract

This research is intended to provide the stewards of social media for Brigham Young University's football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon's football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs and provide valuable insights that will allow the universities to improve how and what they deliver on their Facebook pages.

Degree

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/