This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.
| Identifer | oai:union.ndltd.org:ETSU/oai:dc.etsu.edu:honors-1044 |
| Date | 05 May 2012 |
| Creators | Caufield, Kristopher |
| Publisher | Digital Commons @ East Tennessee State University |
| Source Sets | East Tennessee State University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Undergraduate Honors Theses |
| Rights | Copyright by the authors., http://creativecommons.org/licenses/by-nc-nd/3.0/ |
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