Date of Award


Document Type


Degree Name

Master of Arts (MA)

Legacy Department

Communication, Technology, and Society

Committee Member

Dr. Jimmy Sanderson

Committee Member

Dr. John Spinda

Committee Member

Dr. Erin Ash


This project thesis reviewed extant literature pertaining to social media, social media in sport, social identity theory, self-categorization theory and sporting game attendance. Examples of previous industry work are included which demonstrate team-to-fan Twitter interaction in use and what was learned from engaging with fans. A survey was then conducted that explored how sport fans use Twitter and how Twitter engagement with sport organizations might effect their overall identification to a team. Finally, limitations and directions for future research are discussed.