#TrendingInTheRightDirection: A case study analyzing Temple Football’s #SpringBall18 campaign.

James Sanderson, Sarah Stokowski, Elizabeth Taylor

Research output: Contribution to journalArticlepeer-review

Abstract

Social media play a major role in marketing and promotional efforts in intercollegiate athletics, yet student-athletes are rarely included in these campaigns. This case study analyzes a campaign employed by Temple University’s football program that departed from this norm. During their 2018 spring game, Temple<br>coaches allowed football players to put their Twitter handles on the backs of their jerseys. Through interviews with athletic department staff members and football student-athletes and analysis of football players’ tweets and media framing of this<br>campaign, several positive outcomes emerged. These included how the campaign fostered student-athlete buy-in and generated favorable media coverage for the program. However, analysis also revealed that while many football student-athletes actively used Twitter, they were not fully integrated into the campaign.<br>Implications for including student-athletes’ social media content in athleticdepartment marketing, branding, and promo
Original languageEnglish
Pages (from-to)104-127
JournalInternational Journal of Sport Communication
StatePublished - 2019

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