This study examined the effectiveness of social media marketing on college students attending a recreation special event. Facebook and Twitter were assessed via an experimental design. To measure the effectiveness of these applications (through updating statuses) on a college student’s awareness, interest, and intent of attending a special event, three groups were employed (Facebook, Twitter, and Control). A total of 134 participants were recruited via six undergraduate courses and were assigned into three groups based on their social media consumption. Subjects responded to a pre-survey, joined their respective treatment group, and completed a post-survey. Descriptive statistics revealed that awareness increased for those who received Facebook status updates and tweets. The interest level of the treatment groups decreased from the pre to the post-test and the intention of participants to participate increased slightly for the Facebook treatment group, but the intent level of participants in the Twitter and Control groups decreased.
| Identifer | oai:union.ndltd.org:GEORGIA/oai:digitalarchive.gsu.edu:kin_health_theses-1001 |
| Date | 04 May 2011 |
| Creators | Bayne, Kendra S. |
| Publisher | Digital Archive @ GSU |
| Source Sets | Georgia State University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Kinesiology Theses |
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