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.
College and Department
Fine Arts and Communications; Communications
BYU ScholarsArchive Citation
Miller, Zachary Anderson, "Like and Shout: Brand Loyalty, Framing, and Fan Interactions on the BYU Football Facebook Page" (2018). Theses and Dissertations. 6922.
sports marketing, social media, collegiate athletics, marketing, college football, brand loyalty, social identity in sports